Apple and automotive – doesn’t sound quite right, does it? When most people think of Apple, the last thing that comes to their mind is probably cars, but that is the field Apple have been steadily investing in for a while now, but not quite in the sense you may be thinking.
Many people assume that because Apple sells a significant amount of technology and that is their particular area of expertise, that they are always going to compete for that number one position of always being in front of the rest of the market regarding technological advances, but this is not the case at all. In fact, it is quite the opposite.
Apple has never been and never claimed to be the most technologically advanced company, as this is not what their purpose is about. What the multi-billion dollar company is best at is re-designing technology that is already available and making it more fun and user-friendly. From them it is all about the user experience, not what fancy bells and whistles the product has.
When personal computers were first being introduced to the mass market in the 1970’s, the Apple II was set apart from the rest. This was not because it was more advanced than the others, but was fun and user-friendly, and this is the same situation that the iPod and iPhone. These products were not created using new technology; they just adapted the current technology to make them work better the way Apple wanted them to.
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In taking this approach to launching new products, Apple can spend more money on the end product as not so much needs to be devoted to the research and development side compared to if they were going to fight to produce the freshest, newest, innovative technology. Apple also manages to retain many of their customers with their ability to integrate various functions across multiple devices and the millions of apps available for download in its App store. Their ‘one-stop shop approach’ is a feature that many of their customers wouldn’t change for anything.
With technology advancing at a faster rate than ever before, times will be changing for Apple too. Because Apple has always taken a back seat approach in developing new technologies, it will not be that easy for them just to delve in create new breakthrough technologies as these type of research teams take years to form and get right. So, where Google and IBM will be paving the way in quantum computing and neuromorphic chips, will Apple merely be sitting on the sideline?
We think not! Apple is a gigantic corporation, and it is not going to disappear overnight, but rather than see it transform into the next big technology conglomerate. We will more likely be seeing it form alliances with others that are, and to continue concentrating on its strengths of design and engineering which includes adapting technology for the automotive industry.
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