Top automakers like Mercedes, Audi, and Volvo are rejecting Apple CarPlay Ultra, citing concerns over dashboard control, user data, and software independence.
In a surprising turn of events, global automotive titans—Mercedes-Benz, Audi, and Volvo—have opted out of integrating Apple’s much-hyped CarPlay Ultra system. While Apple positions it as a next-gen driving experience, these automakers are drawing a firm line between innovation and autonomy.
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What Is Apple CarPlay Ultra?
Unveiled at the 2022 Worldwide Developers Conference, Apple CarPlay Ultra offers smooth digital connection for vehicles. It spreads Apple’s interface across the entire dashboard, including the instrument cluster where speed, fuel, and temperature are shown. It displays iPhone data like Maps, music, and alerts directly on the screen.
Users can control everything through physical buttons, touchscreens, or Siri voice commands. The system also features widgets powered by the iPhone for live updates. Basically, it changes the car’s dashboard into a fully Apple-themed space.
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Why Automakers Are Saying No
Data Control & Brand Identity: Auto manufacturers fear losing control over one of their biggest assets—the user interface. Letting Apple dominate the dashboard means brands risk fading into the background while Apple takes center stage.
Instrument Cluster Access: CarPlay Ultra demands access to the entire digital cockpit, including critical vehicle functions. That’s a step too far for brands that want to safeguard core safety-related and performance data.
Software Strategy: Carmakers are developing their own software ecosystems. Audi, for instance, is investing in a “customised and seamless digital experience,” while Volvo believes they should “offer the best” without competing against tech giants.
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Aston Martin has already joined the effort and is the first to ship cars with CarPlay Ultra, despite some resistance. Other companies on board include Porsche, Hyundai, Kia, and Genesis. Jaguar Land Rover is still looking into the system but has not made a final decision yet.
Apple remains optimistic, believing that consumer demand will ultimately pressure automakers to comply. However, the battle may shape the future of who owns the in-car experience—the automaker or Silicon Valley?
