Apple Car effort gains BMW electric car executive Ulrich Kranz

Comments

• Reply 1 of 18

  tmay Posts: 6,328member

  June 10, 2021 8:55PM

  This is a great hire.

  
• Reply 2 of 18

  Xed Posts: 2,543member

  June 10, 2021 9:08PM

  I wonder if there are still people who believe that Apple isn't working on an automotive project.

  
• Reply 3 of 18

  lordjohnwhorfin Posts: 849member

  June 10, 2021 9:19PM

  Apple *is* working on an automotive project that was announced at WWDC! Soon you'll be able to unlock your new car with your iPhone or Apple Watch.

  
• Reply 4 of 18

  lkrupp Posts: 10,557member

  June 10, 2021 10:42PM

  So just a few days ago the tech blogs were on fire about Apple losing car executives and how the Apple iCar was dead. Now this.

  
• Reply 5 of 18

  genovelle Posts: 1,480member

  June 10, 2021 11:24PM

  lkrupp said:

  So just a few days ago the tech blogs were on fire about Apple losing car executives and how the Apple iCar was dead. Now this.

  Right!  It makes you wonder if the left voluntarily or were asked to depart? Each major arrival tends to coincide with several exits. We don’t seem to get the info in real time so, it seems unrelated. 

  
• Reply 6 of 18

  cg27 Posts: 213member

  June 11, 2021 12:11AM

  Oh the irony, Craig Federighi was shown driving a little red 2 seat convertible in one of the WWDC segue clips, as in The Red Barchetta tune from his favorite band.  Check out the lyrics if you don’t understand.

  
• Reply 7 of 18

  Beats Posts: 3,073member

  June 11, 2021 1:56AM

  If he worked on the i8 bring him on board!! People say Tesla has good designs but I think there’s better. The Cybertruck is good though. 

  
• Reply 8 of 18

  MacPro Posts: 19,727member

  June 11, 2021 2:03PM

  I still think Apple is initially looking at vehicle rental and ride-sharing services with its EV. This hire seems to support that to some extent.

  
• Reply 9 of 18

  dk49 Posts: 267member

  June 11, 2021 6:58PM

  "It will take another 5 to 7 years to ship". I am afraid that's quite long, and if Apple finally launches the car in that time gap, it might be too late. Other car makers like Tesla would have evolved quite a lot. Even If Apple manages to release a Level 5 autonomy vehicle, it's highly likely that others like Tesla and Waymo would have done so already. And given that Tesla and other are increasingly focusing on the in-car entertainment and productivity, Apple's offering might not be as compelling as it seems right now. 
  
  Tim Cook always says, "we want to be the best, not the first", but if you enter a nascent market too late, the odds of failure increases. Homepod is the perfect example of that.

  edited June 2021
• Reply 10 of 18

  Xed Posts: 2,543member

  June 11, 2021 7:13PM

  dk49 said:

  "It will take another 5 to 7 years to ship". I am afraid that's quite long, and if Apple finally launches the car in that time gap, it might be too late. Other car makers like Tesla would have evolved quite a lot. Even If Apple manages to release a Level 5 autonomy vehicle, it's highly likely that others like Tesla and Waymo would have done so already. And given that Tesla and other are increasingly focusing on the in-car entertainment and productivity, Apple's offering might not be as compelling as it seems right now. 
  
  Tim Cook always says, "we want to be the best, not the first", but if you enter a nascent market too late, the odds of failure increases. Homepod is the perfect example of that.

  Apple has a long history of entering established—non-nascent markets—with "experts" saying that it's too late, too radical, too expensive, etc., with a resultant owing of said market in terms of mindshare, direction, and profits.
  
  The HomePod isn't one of them at this time, but there are reasons why a Siri-controlled device that puts security first can't compete with the likes of Google and Amazon when customers have little regard about their own data privacy… and I say this as someone who has four creepy Echos in his home. Even Apple had to scale back HomeKit security to get 3rd-party vendors to adopt it.

  edited June 2021
• Reply 11 of 18

  dk49 Posts: 267member

  June 11, 2021 9:06PM

  Xed said:

  dk49 said:

  "It will take another 5 to 7 years to ship". I am afraid that's quite long, and if Apple finally launches the car in that time gap, it might be too late. Other car makers like Tesla would have evolved quite a lot. Even If Apple manages to release a Level 5 autonomy vehicle, it's highly likely that others like Tesla and Waymo would have done so already. And given that Tesla and other are increasingly focusing on the in-car entertainment and productivity, Apple's offering might not be as compelling as it seems right now. 
  
  Tim Cook always says, "we want to be the best, not the first", but if you enter a nascent market too late, the odds of failure increases. Homepod is the perfect example of that.

  Apple has a long history of entering established—non-nascent markets—with "experts" saying that it's too late, too radical, too expensive, etc., with a resultant owing of said market in terms of mindshare, direction, and profits.
  
  The HomePod isn't one of them at this time, but there are reasons why a Siri-controlled device that puts security first can't compete with the likes of Google and Amazon when customers have little regard about their own data privacy… and I say this as someone who has four creepy Echos in his home. Even Apple had to scale back HomeKit security to get 3rd-party vendors to adopt it.

  And what would be an example of Apple entering a non-nascent market too late but still making it big? 

  
• Reply 12 of 18

  Xed Posts: 2,543member

  June 11, 2021 9:44PM

  dk49 said:

  Xed said:

  dk49 said:

  "It will take another 5 to 7 years to ship". I am afraid that's quite long, and if Apple finally launches the car in that time gap, it might be too late. Other car makers like Tesla would have evolved quite a lot. Even If Apple manages to release a Level 5 autonomy vehicle, it's highly likely that others like Tesla and Waymo would have done so already. And given that Tesla and other are increasingly focusing on the in-car entertainment and productivity, Apple's offering might not be as compelling as it seems right now. 
  
  Tim Cook always says, "we want to be the best, not the first", but if you enter a nascent market too late, the odds of failure increases. Homepod is the perfect example of that.

  Apple has a long history of entering established—non-nascent markets—with "experts" saying that it's too late, too radical, too expensive, etc., with a resultant owing of said market in terms of mindshare, direction, and profits.
  
  The HomePod isn't one of them at this time, but there are reasons why a Siri-controlled device that puts security first can't compete with the likes of Google and Amazon when customers have little regard about their own data privacy… and I say this as someone who has four creepy Echos in his home. Even Apple had to scale back HomeKit security to get 3rd-party vendors to adopt it.

  And what would be an example of Apple entering a non-nascent market too late but still making it big? 

  That's the stupidest question I've ever heard. Do you not have a concept of what "too late" means? If Apple entered an established market and made it big then it clearly wasn't too late. Why the fuck does this even need to be explained?

  
• Reply 13 of 18

  dk49 Posts: 267member

  June 12, 2021 9:21AM

  Xed said:

  dk49 said:

  Xed said:

  dk49 said:

  "It will take another 5 to 7 years to ship". I am afraid that's quite long, and if Apple finally launches the car in that time gap, it might be too late. Other car makers like Tesla would have evolved quite a lot. Even If Apple manages to release a Level 5 autonomy vehicle, it's highly likely that others like Tesla and Waymo would have done so already. And given that Tesla and other are increasingly focusing on the in-car entertainment and productivity, Apple's offering might not be as compelling as it seems right now. 
  
  Tim Cook always says, "we want to be the best, not the first", but if you enter a nascent market too late, the odds of failure increases. Homepod is the perfect example of that.

  Apple has a long history of entering established—non-nascent markets—with "experts" saying that it's too late, too radical, too expensive, etc., with a resultant owing of said market in terms of mindshare, direction, and profits.
  
  The HomePod isn't one of them at this time, but there are reasons why a Siri-controlled device that puts security first can't compete with the likes of Google and Amazon when customers have little regard about their own data privacy… and I say this as someone who has four creepy Echos in his home. Even Apple had to scale back HomeKit security to get 3rd-party vendors to adopt it.

  And what would be an example of Apple entering a non-nascent market too late but still making it big? 

  That's the stupidest question I've ever heard. Do you not have a concept of what "too late" means? If Apple entered an established market and made it big then it clearly wasn't too late. Why the fuck does this even need to be explained?

  Seems like either you are dumb or don't have answer to my question, so you have resorted to cursing me instead. 

  
• Reply 14 of 18

  tenthousandthings Posts: 1,036member

  June 12, 2021 11:09AM

  dk49 said:

  Xed said:

  dk49 said:

  "It will take another 5 to 7 years to ship". I am afraid that's quite long, and if Apple finally launches the car in that time gap, it might be too late. Other car makers like Tesla would have evolved quite a lot. Even If Apple manages to release a Level 5 autonomy vehicle, it's highly likely that others like Tesla and Waymo would have done so already. And given that Tesla and other are increasingly focusing on the in-car entertainment and productivity, Apple's offering might not be as compelling as it seems right now. 
  
  Tim Cook always says, "we want to be the best, not the first", but if you enter a nascent market too late, the odds of failure increases. Homepod is the perfect example of that.

  Apple has a long history of entering established—non-nascent markets—with "experts" saying that it's too late, too radical, too expensive, etc., with a resultant owing of said market in terms of mindshare, direction, and profits.
  
  The HomePod isn't one of them at this time, but there are reasons why a Siri-controlled device that puts security first can't compete with the likes of Google and Amazon when customers have little regard about their own data privacy… and I say this as someone who has four creepy Echos in his home. Even Apple had to scale back HomeKit security to get 3rd-party vendors to adopt it.

  And what would be an example of Apple entering a non-nascent market too late but still making it big? 

  I can’t speak for the OP, but it seems to me the iPhone is the prime example of that.
  
  Smartphones were not new when it launched. Windows Mobile, Palm, BlackBerry, and Symbian phones all existed, and more. iPhone was derided as being far behind the competition—why? Because it didn’t allow third-party apps. The irony in that criticism, of course, is later, when Apple did introduce the iOS App Store, it crushed that competition almost literally overnight—mobile developers flocked to it because it wasn’t an expensive, pay-to-play scheme like all the others. You basically only paid Apple if you were successful. 

  edited June 2021
• Reply 15 of 18

  Xed Posts: 2,543member

  June 12, 2021 2:37PM

  tenthousandthings said:

  dk49 said:

  Xed said:

  dk49 said:

  "It will take another 5 to 7 years to ship". I am afraid that's quite long, and if Apple finally launches the car in that time gap, it might be too late. Other car makers like Tesla would have evolved quite a lot. Even If Apple manages to release a Level 5 autonomy vehicle, it's highly likely that others like Tesla and Waymo would have done so already. And given that Tesla and other are increasingly focusing on the in-car entertainment and productivity, Apple's offering might not be as compelling as it seems right now. 
  
  Tim Cook always says, "we want to be the best, not the first", but if you enter a nascent market too late, the odds of failure increases. Homepod is the perfect example of that.

  Apple has a long history of entering established—non-nascent markets—with "experts" saying that it's too late, too radical, too expensive, etc., with a resultant owing of said market in terms of mindshare, direction, and profits.
  
  The HomePod isn't one of them at this time, but there are reasons why a Siri-controlled device that puts security first can't compete with the likes of Google and Amazon when customers have little regard about their own data privacy… and I say this as someone who has four creepy Echos in his home. Even Apple had to scale back HomeKit security to get 3rd-party vendors to adopt it.

  And what would be an example of Apple entering a non-nascent market too late but still making it big? 

  I can’t speak for the OP, but it seems to me the iPhone is the prime example of that.
  
  Smartphones were not new when it launched. Windows Mobile, Palm, BlackBerry, and Symbian phones all existed, and more. iPhone was derided as being far behind the competition—why? Because it didn’t allow third-party apps. The irony in that criticism, of course, is later, when Apple did introduce the iOS App Store, it crushed that competition almost literally overnight—mobile developers flocked to it because it wasn’t an expensive, pay-to-play scheme like all the others. You basically only paid Apple if you were successful. 

  You just described a scenerio where Apple was very clearly not too late.

  edited June 2021
• Reply 16 of 18

  dk49 Posts: 267member

  June 12, 2021 4:31PM

  tenthousandthings said:

  dk49 said:

  Xed said:

  dk49 said:

  "It will take another 5 to 7 years to ship". I am afraid that's quite long, and if Apple finally launches the car in that time gap, it might be too late. Other car makers like Tesla would have evolved quite a lot. Even If Apple manages to release a Level 5 autonomy vehicle, it's highly likely that others like Tesla and Waymo would have done so already. And given that Tesla and other are increasingly focusing on the in-car entertainment and productivity, Apple's offering might not be as compelling as it seems right now. 
  
  Tim Cook always says, "we want to be the best, not the first", but if you enter a nascent market too late, the odds of failure increases. Homepod is the perfect example of that.

  Apple has a long history of entering established—non-nascent markets—with "experts" saying that it's too late, too radical, too expensive, etc., with a resultant owing of said market in terms of mindshare, direction, and profits.
  
  The HomePod isn't one of them at this time, but there are reasons why a Siri-controlled device that puts security first can't compete with the likes of Google and Amazon when customers have little regard about their own data privacy… and I say this as someone who has four creepy Echos in his home. Even Apple had to scale back HomeKit security to get 3rd-party vendors to adopt it.

  And what would be an example of Apple entering a non-nascent market too late but still making it big? 

  I can’t speak for the OP, but it seems to me the iPhone is the prime example of that.
  
  Smartphones were not new when it launched. Windows Mobile, Palm, BlackBerry, and Symbian phones all existed, and more. iPhone was derided as being far behind the competition—why? Because it didn’t allow third-party apps. The irony in that criticism, of course, is later, when Apple did introduce the iOS App Store, it crushed that competition almost literally overnight—mobile developers flocked to it because it wasn’t an expensive, pay-to-play scheme like all the others. You basically only paid Apple if you were successful. 

  I knew someone would say this, but clearly you didn't read my comments carefully. iPhone literally created a new kind of phone category that didn't exist earlier. The "mobile as a platform" we see today, one that replaces computers when it comes to content consumption was created by the iPhone. So iPhone didn't enter a nascent market, it actually created one. 
  
  But the "iPhone moment" of the auto industry has already happened. Tesla did that. Electrification and autonomy changed the fundamentals of an industry that's more than a century old. iPhone did to mobile phones what Tesla did to the auto industry. 

  
• Reply 17 of 18

  tenthousandthings Posts: 1,036member

  June 13, 2021 9:40PM

  dk49 said:

  tenthousandthings said:

  dk49 said:

  Xed said:

  dk49 said:

  "It will take another 5 to 7 years to ship". I am afraid that's quite long, and if Apple finally launches the car in that time gap, it might be too late. Other car makers like Tesla would have evolved quite a lot. Even If Apple manages to release a Level 5 autonomy vehicle, it's highly likely that others like Tesla and Waymo would have done so already. And given that Tesla and other are increasingly focusing on the in-car entertainment and productivity, Apple's offering might not be as compelling as it seems right now. 
  
  Tim Cook always says, "we want to be the best, not the first", but if you enter a nascent market too late, the odds of failure increases. Homepod is the perfect example of that.

  Apple has a long history of entering established—non-nascent markets—with "experts" saying that it's too late, too radical, too expensive, etc., with a resultant owing of said market in terms of mindshare, direction, and profits.
  
  The HomePod isn't one of them at this time, but there are reasons why a Siri-controlled device that puts security first can't compete with the likes of Google and Amazon when customers have little regard about their own data privacy… and I say this as someone who has four creepy Echos in his home. Even Apple had to scale back HomeKit security to get 3rd-party vendors to adopt it.

  And what would be an example of Apple entering a non-nascent market too late but still making it big? 

  I can’t speak for the OP, but it seems to me the iPhone is the prime example of that.
  
  Smartphones were not new when it launched. Windows Mobile, Palm, BlackBerry, and Symbian phones all existed, and more. iPhone was derided as being far behind the competition—why? Because it didn’t allow third-party apps. The irony in that criticism, of course, is later, when Apple did introduce the iOS App Store, it crushed that competition almost literally overnight—mobile developers flocked to it because it wasn’t an expensive, pay-to-play scheme like all the others. You basically only paid Apple if you were successful. 

  I knew someone would say this, but clearly you didn't read my comments carefully. iPhone literally created a new kind of phone category that didn't exist earlier. The "mobile as a platform" we see today, one that replaces computers when it comes to content consumption was created by the iPhone. So iPhone didn't enter a nascent market, it actually created one. 
  
  But the "iPhone moment" of the auto industry has already happened. Tesla did that. Electrification and autonomy changed the fundamentals of an industry that's more than a century old. iPhone did to mobile phones what Tesla did to the auto industry. 

  Ugh, sorry I did not have time to look at this until now.
  
  You completely missed the point, which was that it wasn't an entirely "nascent" market. It had been in place for at least five years, so an eternity. In fact, I was remiss, I didn't list easily the most important (in hindsight) of those existing, competing smartphone platforms: Java ME (Java Platform, Micro Edition), since it led directly and/or indirectly (a matter of perspective, see Oracle v. Google) to Android. Your fantasy of some sort of paradigm-shifting "iPhone moment" is just as wrong as those "experts" the pedantic Xed referenced above. 

  
• Reply 18 of 18

  dk49 Posts: 267member

  June 14, 2021 2:45PM

  tenthousandthings said:

  dk49 said:

  tenthousandthings said:

  dk49 said:

  Xed said:

  dk49 said:

  "It will take another 5 to 7 years to ship". I am afraid that's quite long, and if Apple finally launches the car in that time gap, it might be too late. Other car makers like Tesla would have evolved quite a lot. Even If Apple manages to release a Level 5 autonomy vehicle, it's highly likely that others like Tesla and Waymo would have done so already. And given that Tesla and other are increasingly focusing on the in-car entertainment and productivity, Apple's offering might not be as compelling as it seems right now. 
  
  Tim Cook always says, "we want to be the best, not the first", but if you enter a nascent market too late, the odds of failure increases. Homepod is the perfect example of that.

  Apple has a long history of entering established—non-nascent markets—with "experts" saying that it's too late, too radical, too expensive, etc., with a resultant owing of said market in terms of mindshare, direction, and profits.
  
  The HomePod isn't one of them at this time, but there are reasons why a Siri-controlled device that puts security first can't compete with the likes of Google and Amazon when customers have little regard about their own data privacy… and I say this as someone who has four creepy Echos in his home. Even Apple had to scale back HomeKit security to get 3rd-party vendors to adopt it.

  And what would be an example of Apple entering a non-nascent market too late but still making it big? 

  I can’t speak for the OP, but it seems to me the iPhone is the prime example of that.
  
  Smartphones were not new when it launched. Windows Mobile, Palm, BlackBerry, and Symbian phones all existed, and more. iPhone was derided as being far behind the competition—why? Because it didn’t allow third-party apps. The irony in that criticism, of course, is later, when Apple did introduce the iOS App Store, it crushed that competition almost literally overnight—mobile developers flocked to it because it wasn’t an expensive, pay-to-play scheme like all the others. You basically only paid Apple if you were successful. 

  I knew someone would say this, but clearly you didn't read my comments carefully. iPhone literally created a new kind of phone category that didn't exist earlier. The "mobile as a platform" we see today, one that replaces computers when it comes to content consumption was created by the iPhone. So iPhone didn't enter a nascent market, it actually created one. 
  
  But the "iPhone moment" of the auto industry has already happened. Tesla did that. Electrification and autonomy changed the fundamentals of an industry that's more than a century old. iPhone did to mobile phones what Tesla did to the auto industry. 

  Ugh, sorry I did not have time to look at this until now.
  
  You completely missed the point, which was that it wasn't an entirely "nascent" market. It had been in place for at least five years, so an eternity. In fact, I was remiss, I didn't list easily the most important (in hindsight) of those existing, competing smartphone platforms: Java ME (Java Platform, Micro Edition), since it led directly and/or indirectly (a matter of perspective, see Oracle v. Google) to Android. Your fantasy of some sort of paradigm-shifting "iPhone moment" is just as wrong as those "experts" the pedantic Xed referenced above. 

  You again missed the point. The iPhone was not just about a sophisticated OS in a phone, it was more about its revolutionary touch interface and UI. The paradigm shift in the mobile industry was caused primarily by that. Because as you said, there were already phones running sophisticated OS, such as Microsoft and Blackberry, which were more advanced than even Java based OS.