Apple’s CarPlay Ultra, unveiled nearly three years ago, is now set to take over full dashboard control—extending from basic media and navigation into deeper car functions like climate control, speed, and fuel metrics. While available in ~98% of US vehicles for standard CarPlay, major brands like Mercedes‑Benz, Audi, Volvo, Polestar, and Renault have publicly rejected full CarPlay Ultra integration. Only Aston Martin has embraced it so far.
⚙️ Why Carmakers Are Resisting
Brand Identity & User Data Control OEMs worry they’ll lose their distinct in‑car experience and give up valuable user data to Apple. Renault’s message was blunt: “Don’t try to invade our own systems.” Mercedes echoed that the cockpit “nervous system” includes far more than the infotainment screen.
Revenue from In-Car Services Automakers are building their own digital platforms—as seen with GM’s Android Automotive and proprietary systems—to maintain control of service fees, subscriptions, and telematics data.
Safety & Physical Controls With touchscreen fatigue and demands for physical controls, added complexity may mean poorer safety ratings—especially with European regulators promoting tactile buttons.
Strategic Autonomy in the EV/AV Era As cars shift to electric and autonomous, the digital cockpit becomes a competitive battleground. Car makers want to own that experience rather than let Apple define it.
🧰 Where It Stands Today
Automaker
CarPlay Ultra Status
Alternative Strategy
Aston Martin
Live integration with firm data limits
Hybrid: retains physical dials & keeps data local
Mercedes‑Benz, Audi, Volvo, Polestar, Renault
No plans to integrate Ultra
Invest in proprietary ecosystems, collaboration with Google/Android Automotive
Porsche
Evaluating future adoption
Close collaboration with Apple, timing TBD
Ford, Nissan, JLR
Still assessing
Uncertainty persists
Hyundai, Kia, Genesis
Claimed upcoming adoption
Apple signals these are next in line
🔧 Implications for Consumers & Industry
Consumer Experience vs. Control Buyers increasingly expect CarPlay or Android Auto. Yet, automakers argue a unified digital ecosystem under their control offers deeper functionality and better integration.
Data Ownership OEMs believe user data—from navigation habits to climate preferences—is core to their future business models. Surrendering this to Apple could compromise their competitive edge.
Safety Trade-offs Purely touchscreen-centric dashboards may be sleek—but studies show they increase driver distraction. A hybrid approach may win regulatory favor.
Software as Differentiator In the EV and AV transition, owning the user interface could be as important as electric range or autonomous capability.
🔮 Looking Ahead
CarPlay Ultra’s Next Phase Apple may rely on luxury pioneers to showcase Ultra and then enter mainstream through OEM pressure.
OEM Countermoves Expect alliances between automakers and platforms like Android Automotive or proprietary systems to strengthen.
Regulatory Watch Safety advocates may push back on fully touchscreen dashboards—favoring hybrids with physical controls.
Consumer Clout Surveys show a strong consumer preference—around 50% unwilling to buy without CarPlay/Android Auto. Automakers must tread carefully.
📝 Newsletter Summary Table
Topic
Key Insight
CarPlay Ultra expansion
Extends to core vehicle controls; major OEMs pushing back
Aston Martin exception
Embraced it with safeguards on design and data
OEM resistance
Driven by brand, data, revenue, user control concerns
Industry evolution
Software-defined vehicles are becoming battlegrounds between OEMs and tech
Consumer vs autonomy
Buyers want Apple, automakers want control—finding balance is key
