Apple Concept Car Will Be Launched Shortly?
“Project Titan,” or Apple’s EV project, has been rumored almost for a decade. However, it is not clear when we will see Apple concept Car on the road or how it will look like, as Apple has not made any official announcement.
Recently, Reuters reported that Apple is targeting 2024 for production of a passenger car although the COVID-19 pandemic could delay it into 2025. Other source suggested Apple could launch the car around 2028 or later.
In any case, it is possible Apple concept car is ready in the market in the coming decade or sooner. But how will Apple cut in the EV space where Tesla and other big players already dominate and compete? Will Apple launch just an ordinary EV or not? This infographic is an imaginative story on how Apple concept car could revolutionize our mobility.
Apple CEO Tim Cook Said, “We’ll See What Apple Does“
Let’s first pick up the hint on Apple car given by Apple CEO Tim Cook. In April 2021, Tim told Kara Swisher, an American journalist, on her “Sway” podcast:
The autonomy itself is a core technology, in my view. If you sort of step back, the car, in a lot of ways, is a robot. An autonomous car is a robot. And so there’s lots of things you can do with autonomy. And we’ll see what Apple does. We investigate so many things internally. Many of them never see the light of day. I’m not saying that one will not.
Taking his word, Apple Car (if it gets to see ‘light of day’) will not be an ordinary EV—it is likely to be an autonomous car. Moreover, it seems like it will have some features unique to Apple, combined with its identity. So, what would be Apple’s identity?
Let’s turn back the clock to early years of Apple in the 1970s when Apple actually revolutionized the computer market for household use. In 1977, Apple rolled out Apple II, the world’s first successful mass-produced personal computer. Unlike other high-priced computers that mainly targeted business use or computer geeks, Apple II was quite affordable; Apple II costed $1,298, whereas IBM 5100 launched the two years prior costed from $8,975 to $19,975.
The following decade saw the launch of Macintosh (Mac since 1998), the first commercially successful desktop computer with a graphical user interface. Although the price rose significantly to almost $2,500, the computers sold well, even outselling the competitors like IBM.
Apple revolutionized the computer market; first it made computers available to household use; then it democratized the graphical user interface. In other words, Apple enhanced accessibility, convenience, and user experiences with the use of its latest technology backed by its innovation spirit.
Will Apple Car Be Too Expensive for Potential Buyers?
Apple’s well-earned reputation allows the company to charge premium amounts for its products. Apple’s products such as Mac, iPhone, and iPad are usually more expensive than its competitors’ products with similar specs. For example, iPhone 13 Pro costs $999, while Galaxy S21 FE 5G costs $324.99 (in the United States, as of February2022).
Although Apple is a mass-market brand, charging premium prices gives its customers a luxury feeling and premium lifestyle. Furthermore, Apple fans (including myself) will not just buy one product; they usually buy a whole set from Apple—Mac, iPhone, iPod, iPad, Apple Watch, and so on (and ever since iMac of 1998 in my case!). On top of this, they are likely to purchase Apple accessories compatible with Apple devices such as headphones and cases.
If the same strategy applied to Apple Car, it would go without saying that Apple Car would be at a premium price. Moreover, the autonomy technology could further lift the price. And also, Apple would sell some kinds of “Apple-ish” accessories compatible with Apple Car.
Potential Buyers May Not Spend Much on Cars
However, this strategy might not work very well, considering the taste of the potential buyers: The Generation Z. An American automotive insurance company, Hagerty, revealed insurance quotes average value for 2021 by generation. According to the report, the Generation Z (born between 1997 and 2012) is interested in rather low-end classic cars. They spend an average of $19,800 on their car.
In addition to this meager spending habit, the Generation Z may be less interested in driving itself. According to Lang Aftermarket iReport, more than 40% of Generation Z Americans do not have a driver’s license, which is more than double the share of like-age Boomers who did not have a driver’s license.
Apple Car, if successfully launched, would be well above their preferred budget, having autonomous functionalities and being Apple. Therefore, just selling an Apple-ish EV would not let Apple thrive in the automotive industry. And in the first place, Apple is not a car maker. So, what would Apple do?
Imagine: This Is How Apple Car Could Elevate Your Lifestyle
Here’s an imaginative idea on how Apple would go about Apple Car. There would be three key elements for the success of Apple Car: Accessibility, convenience, and better user experience.
Accessibility—Apple could make the autonomous electric car available to general population, just like it did so with computers in the 70s. In order to achieve this, they might start ride hailing services on Apple Car.
Convenience—Apple Car could be hailed from any given point on any given time. Whenever you need, the driverless Apple Car would find you using data on Find My app on your Apple devices. You could easily set your destination or even change it on the car on your Apple device. Making payment would also be a piece of cake through your Apple Wallet app.
Better use experience—Apple Car would be synchronized with your Apple devices. Based on the data collected by your iPhone, Apple Watch, etc., Apple Car would provide services best fit to your condition. For example, knowing your weekday activities, Apple Car could pick you up at your usual place at your usual time to your usual destination. Moreover, based on your pulse, blood pressure, and temperature measured by your Apple Watch, the car would adjust the space to your best comfort. It could even play your favorite music.
After dropping you, it would charge itself at a designated charging spot before picking up other Apple users. If necessary, it would clean and maintain itself in the best condition. In other words, Apple will sell you the whole experience built around the Apple eco-system and not just a car.
Apple Fans Are Waiting for Apple Car!
These were just my wishful thinking; however, don’t you think Apple could do this for real and revolutionize our mobility? If the Reuters report earlier was right, Apple might make some sort of announcement in coming months or so. If Apple made any positive announcement on Apple Car, Apple stock might grow further. In any respect, coming few years will be crucial for the development of Project Titan.