Apple’s iOS in the Car Is Stuck in Park
Apple’s (NASDAQ:AAPL) efforts to corner the market for in-car infotainment systems have apparently hit a rough patch. Repeated delays for the release of iOS in the Car have been caused by hardware-focused Apple executives not being sure how to approach the company’s new automotive strategy, according to a report from The Information seen by AppleInsider.
Apple’s smartphone vehicle integration technology was first introduced at the Worldwide Developers Conference this summer and included as part of iOS 7. As explained by Apple, “If your vehicle is equipped with iOS in the Car, you can connect your iPhone 5 or later and interact with it using the car’s built-in display and controls or Siri Eyes Free.”
The Information’s report claims that in Apple’s hardware-centric corporate culture, executives have had a hard time figuring out how to organize the iOS in the Car system within existing teams. According to sources who spoke to The Information, the iOS in the Car team had to fight for stage time at WDC. The news source claims that Apple is still unsure where iOS in the Car is going, or how to get it there.
While Tim Cook said after the WDC presentation that iOS in the Car would remain a “key focus” for the company in 2014, development still seems to be moving slowly. Automakers like Mercedes-Benz and Ferrari have announced that they will include Apple software in their infotainment systems, but nothing more has come of those partnerships as of yet.