Apple’s Apple CarPlay Ultra project, which promises deep integration between the iPhone and the car, has lost another key partner. BMW, a leading automotive brand, has categorically stated that it has no plans to integrate this new technology into its vehicles.

In a statement, BMW officials stated, “BMW currently has no plans to integrate Apple CarPlay Ultra.”

This statement raises questions about the future of the system, which was announced with great anticipation at WWDC 2022 and aims to spread across all digital surfaces in the vehicle, from the driver’s display to the climate controls.

Why won’t BMW use CarPlay Ultra?

BMW’s decision demonstrates the brand’s unwavering commitment to its in-house developed iDrive infotainment system. Announced at CES earlier this year that a comprehensive overhaul will be implemented, the iDrive system will first be standard on the new iX3 model and subsequently on all next-generation vehicles, known as the New Class.

What’s more, BMW’s distance from the Apple ecosystem isn’t limited to the Ultra version. The company is also reducing the integration of the standard CarPlay feature. According to the announcement, CarPlay will now only be available on the center display; projection onto other digital surfaces like panoramic or head-up displays will not be permitted. This is a clear sign that BMW wants to maintain complete control of the in-car digital experience.

This move by BMW is not an isolated example in the industry. CarPlay Ultra appears to have lost the excitement it generated when it was first announced. Since the project’s inception, nearly 20 major brands, including Mercedes-Benz, Volkswagen, Fiat, Jeep, and Rivian, have announced that they will not support the feature in their vehicles.

As a result, the digital cockpit war between automakers and tech giants is heating up. The prioritization of BMW and many other brands’ own closed ecosystems remains the biggest obstacle to the widespread adoption of Apple’s CarPlay Ultra vision.