Ferrari in talks with Apple about in-car entertainment partnership
The chairman of luxury carmaker Ferrari has revealed that his company is in active discussions with Apple about a larger partnership for in-car entertainment services.
The news was revealed by Luca Cordero Di Montezemolo at the Geneva motor show on Tuesday, according to Bloomberg. The first signs of a potential alignment between the two companies came last November, when Eddy Cue, Apple's head of Internet software and services, joined the Ferrari board of directors.
Speaking at the car show, Di Montezemolo said that his company will be "more precise" about its partnership with Apple in the coming months.
The latest news came as as Ferrari unveiled its new "FF," the company's first four-seater and four-wheel-drive car. The vehicle supports Siri Eyes Free voice commands, and also includes two iPad minis for rear passengers to use.
Siri Eyes Free functionality debuted with the launch of iOS 6 last year. The new feature allows car-makers to integrate Siri voice control when connected to an iPhone.
For years, Apple has shown interest in having a greater presence in users' cars, though to date it hasn't made any car-centric devices. One car-related patent discovered by AppleInsider last year described a system that would sync an iPhone with a vehicle, sharing information such as contacts and locations.
di Montezemolo also revealed in comments made last year that he had a two-hour meeting with Apple Chief Executive Tim Cook to talk about corporate strategy and management styles. He said that he gained insight from Cook regarding Apple's focus on simplicity, design, and "a passion for product."
"We're building cars, they build computers," he said. "But Apple and Ferrari are connected by the same passion, the same love for the product, maniacal attention to technology, but also to design."
The news was revealed by Luca Cordero Di Montezemolo at the Geneva motor show on Tuesday, according to Bloomberg. The first signs of a potential alignment between the two companies came last November, when Eddy Cue, Apple's head of Internet software and services, joined the Ferrari board of directors.
Speaking at the car show, Di Montezemolo said that his company will be "more precise" about its partnership with Apple in the coming months.
The latest news came as as Ferrari unveiled its new "FF," the company's first four-seater and four-wheel-drive car. The vehicle supports Siri Eyes Free voice commands, and also includes two iPad minis for rear passengers to use.
Siri Eyes Free functionality debuted with the launch of iOS 6 last year. The new feature allows car-makers to integrate Siri voice control when connected to an iPhone.
For years, Apple has shown interest in having a greater presence in users' cars, though to date it hasn't made any car-centric devices. One car-related patent discovered by AppleInsider last year described a system that would sync an iPhone with a vehicle, sharing information such as contacts and locations.
di Montezemolo also revealed in comments made last year that he had a two-hour meeting with Apple Chief Executive Tim Cook to talk about corporate strategy and management styles. He said that he gained insight from Cook regarding Apple's focus on simplicity, design, and "a passion for product."
"We're building cars, they build computers," he said. "But Apple and Ferrari are connected by the same passion, the same love for the product, maniacal attention to technology, but also to design."
Comments
Ferraris shouldn't have entertainment systems, or cup holders.
Quote:
Originally Posted by mstone
Ferraris shouldn't have entertainment systems, or cup holders.
A shuffle wouldn't add too much weight.
This is a pretty small market
Installing an iPad mini is to control everything is certainly lighter than whatever auto-only option can be developed. I think its a great idea and will certainly let Ferrari stand out.
I like how the Ferrari comes with two iPad Minis for the two passengers in the back.
It's also pretty obvious why Ferrari teamed up with Apple and not Google/Android.
Quote:
Originally Posted by quinney
Please observe all posted speed limits in your 983 horsepower Ferrari.
Kudo's to Apple and Ferrari.
Just what the planet needs!
I'm a Ferrari fan, but I would like to see more eco-friendly sports cars from Porsche, Ferrari, Lambo, Aston Martin, etc.
I kind of look at these type of cars as I do Hummers...pretty much of a "tool" that's driving it!
Quote:
Originally Posted by christopher126
I'm a Ferrari fan, but I would like to see more eco-friendly sports cars from Porsche, Ferrari, Lambo, Aston Martin, etc.
The one pictured above is a hybrid.
The best meeting the best.
So how will our resident trolls respond to this?
GG: 23 URLs that purport android support for the vehicle industry?
KD: A technology sermon of the inner workings of the Ferrari engine to wow us with his tech knowledge, but not adding anything to the discussion. Knowledge he/she cuts/pastes from the Internet
I've been saying for years that Apple could revolutionize the car entertainment market. Existing audio systems in cars stink from a UI perspective.
I'd rate this as far more likely than them introducing a television.
Quote:
Originally Posted by greendisease
This is a pretty small market
Of course it is. But it's more important than the market size, as it's also a matter of prestige-based partnership.
Originally Posted by AppleInsider
"We're building cars, they build computers," he said. "But Apple and Ferrari are connected by the same passion, the same love for the product, maniacal attention to technology, but also to design."
And neither company has fallen into the "market share above all else" trap.
(Ferrari's parent company, Fiat, handles the mid-range to low-end market.)
Quote:
Originally Posted by jragosta
I've been saying for years that Apple could revolutionize the car entertainment market. Existing audio systems in cars stink from a UI perspective.
I'd rate this as far more likely than them introducing a television.
One thing that I feel is important about automobile interfaces is tactile feedback so you don't have to take your eyes off the road. Sure you can achieve some efficiency with voice control, however, I prefer a good old knobs and switches. I don't think Apple can just slap an iPad in the dash and call it a day.
I'd say the BMW input method is quite easy to use, at least for me.
Deleted by user.
Originally Posted by AppleInsider
The Ferrari LaFerrari was unveiled in Geneva on Tuesday. Photo via Autoblog.
Just FYI: the LaFerrari will be Ferrari's most powerful car, and it will be a hybrid.
800hp 6.3 liter V-12 with an occasional 163 hp boost available from an electric motor powered
by a KERS (Kinetic Energy Recovery System). And it might also be ultra-light.
Quote:
Originally Posted by mstone
The one pictured above is a hybrid.
Yep, you're right. Thx.
Quote:
Originally Posted by jragosta
I've been saying for years that Apple could revolutionize the car entertainment market. Existing audio systems in cars stink from a UI perspective.
I'm for it, as long as they don't take away all the physical knobs and buttons.
Touch systems usually suck in a car. You have to look at them, and they're tough to use on a bumpy road.
With knobs of different sizes or shapes and positions, you can quickly learn where everything is by feel... and never have to take your eyes off the road.
(Of course, steering wheel controls also work well for that.)
Edit: I see mstone beat me to it.