Automakers Push Back Against Apple’s Ambitious CarPlay Ultra Expansion
Apple’s vision for deeper vehicle integration through CarPlay Ultra is facing unexpected resistance from major automakers, despite initial enthusiasm. The next-generation system, designed to control core vehicle functions beyond entertainment, is seeing key partners reconsider their commitments.
The CarPlay Ultra Standoff
Originally announced with support from 18 automakers, CarPlay Ultra promised to:
- Replace digital instrument clusters
- Control climate systems and seat adjustments
- Integrate with vehicle diagnostics
However, Financial Times reports Audi, Mercedes-Benz, Volvo, Polestar, and Renault have now backed out. Volvo confirmed the change, while Audi cited its new MMI interface as the reason. “We’ve chosen not to integrate CarPlay Ultra as we’ve just launched our latest infotainment platform,” an Audi spokesperson stated.
Why Automakers Are Resisting
Three core concerns are driving the pushback:
- Data Control
- Automakers reluctant to share driving behavior metrics
- Apple’s access to vehicle system integrations seen as competitive threat
- Brand Identity
- Luxury brands like Mercedes and Volvo invested heavily in proprietary interfaces
- “Don’t try to invade our own systems,” one Renault exec told Apple
- Technical Integration
- Deeper vehicle control requires unprecedented OEM collaboration
- Potential conflicts with existing subscription services
Who’s Still On Board?
The Hyundai Group (Hyundai, Kia, Genesis) remains committed, while Porsche told FT it still plans implementation. Other brands either declined comment or are reportedly reevaluating:
| Status | Automakers |
|---|---|
| Confirmed Opt-Out | Audi, Mercedes, Volvo, Polestar, Renault |
| Still Committed | Hyundai, Kia, Genesis, Porsche |
| Undecided/No Comment | Ford, Lincoln, Honda, Nissan, Land Rover |
Apple’s Response
A company insider maintains confidence:
“Customers will love CarPlay Ultra, and automakers follow customer demand.” Apple emphasizes:
- Driving data remains vehicle-local (not shared with iPhones)
- Customization options preserve brand uniqueness
The Bigger Infotainment War
This clash reflects broader industry tensions:
- Tesla/Rivian: Never adopted CarPlay
- GM: Phasing it out for Google-based OS
- Luxury Brands: View interfaces as key differentiators
Analysts suggest Apple may need to:
✔️ Offer more data privacy guarantees
✔️ Allow greater OEM customization
✔️ Demonstrate clear consumer demand