Results

There is no denying that Apple, Inc. holds a commanding presence in the industry today. The iPod has been one of the leading multimedia players for the past few years, and the recent introduction of the iPhone into the marketplace has boosted their reputation worldwide. This has led many to wonder: what’s next for Apple? The idea of Apple branching out into other markets seems like the next logical step, but what new idea will reach the largest group of consumers? This is the same question that BusinessWeek recently posed to their readers, and one of the most intriguing ideas introduced was the Apple Auto (conceived by Wes Brown of Iceology). This idea is huge: certainly, Apple has never attempted something of this magnitude before, but does that necessarily mean they couldn’t? If Apple could bring their branding to the auto industry, would they be successful?

It is certainly interesting food for thought. For the purposes of this article, let’s assume Apple did have plans to partner with an automaker. There are several technological and marketable characteristics that Apple has in its favor. The iPhone proves that Apple technology could feasibly be applied to a wide range of different devices. In theory, then, a team of Apple engineers could use their expertise to create a fully automated driving machine (hereafter referred to as the iCar, simply for brand power), complete with dashboard computer capabilities. Lucky iCar owners could potentially control all of the operations of the car via a simply touch screen.

As Brown pointed out to Businessweek, consumers are ready, willing, and able to pay top dollar for this company’s products. Certainly, the iCar would be no different. In addition to their innovative technology, the iCar can appeal to a wide range of consumers simply by including the following popular auto features:

ENVIRONMENTALLY SOUND - An entire section of the Apple website is dedicated to their continuing efforts to go green. In a section entitled “A Greener Apple,” Steve Jobs describes all of Apple’s current conservation projects, all of which are impressive. Therefore, were Apple to pursue the idea of manufacturing the iCar, environmentally sound features would definitely be a priority. Whether that technology would use hybrid, biofuel, or electric models, or whether Apple would pioneer a new direction, the idea of “go green or go home!” would resonate with Apple’s customers.

ADVANCED SAFETY - Automobile safety features play a big role in the decision of buying a new car. According to Consumer Reports, the most important new automobile safety feature is electronic stability control, which “selectively applies brakes to one or more wheels when a vehicle is about to slide out of control”. All new cars will be required to have electronic stability control as of 2012. Other new safety features listed (which Apple would also most likely be able to provide) include lane-departure warning and back-up cameras (easy enough to imagine from Apple!), adaptive cruise control, blind spot detection, night vision, voice recognition, and intelligent networks. Existing Apple technology could very easily be adapted and enhanced for all of these features.

ENHANCED MULTIMEDIA FEATURES - Apple is not entirely unfamiliar with the automobile industry, as they have worked with several manufacturers to adapt the iPod to be car-friendly. With the right team of engineers in place (both software and mechanical), this could be quite a feasible idea. Basic on-board PCs for automobiles are currently available for around $500 (less expensive than the first release of the iPhone!). Apple could easily develop an integrated system which would meet all the multimedia needs of today’s drivers. Imagine a car that can be completely controlled by voice commands. With an on-board mapping system, internet capability, cameras, and censors, your dashboard PC could do all of the hands-on work for you, enabling you to safely check e-mail, news updates, switch music stations, etc. What more could you ask for in a new car?

While there are inherent risks in these sorts of ventures, an iCar would undoubtedly have a profound effect on the automobile industry. It has the possibility of creating a merging of minds between consumer electronics and vehicle manufacturers, taking the best technology from each industry to provide a better user experience. If this idea were as successful as the iPod and iPhone have been, there will most definitely be an iLoan in store for many!

P.S. Mr. Jobs, if you are reading this, please be sure to spell Mr. Brown’s and my name correctly on the royalties checks.

Thursday, February 28th, 2008 You can skip to the end and leave a response. Pinging is currently not allowed.

By Michael Gorvin