Apple’s long-awaited next-generation in-car software, CarPlay Ultra, which debuted this year with Aston Martin models, continues to be a topic of debate among automotive giants. Following Porsche, Hyundai, Kia, and Genesis are expected to adopt the system, while some manufacturers are concerned about Apple’s control over the in-car experience.
One such brand is Ford. Speaking on a podcast, Ford CEO Jim Farley revealed his dissatisfaction with the initial version of CarPlay Ultra. Farley said, “We’re not satisfied with the implementation in the initial phase of Ultra, but we have a strong commitment to Apple. I’ve discussed this with Tim (Cook) many times.”
Will Apple manage cars with CarPlay Ultra?
CarPlay Ultra doesn’t just limit Apple’s software to the entertainment screen; it also integrates it into functions like climate control, driving modes, and vehicle settings. However, Farley emphasized that the limitations of this approach need to be clarified:
“Do you want the Apple brand to start the car? Limit the speed? Control access? These are critical points.”
Farley noted that Ford Pro commercial customers, in particular, use Ford’s own software to track their vehicles, set speed limits, and manage driver access. He said Apple’s control in these areas could create a complex experience.
General Motors’ decision last year to block CarPlay and Android Auto in its electric vehicles drew considerable criticism. Farley, however, stated that Ford is taking a different tack and has no plans to limit phone mirroring:
“We don’t think we need to restrict it to make money from customers. We don’t think we can design an experience that replaces your phone.”
Ford’s new “Digital Experience” platform is built around improving CarPlay and Android Auto. For example, users can use CarPlay on the full-size vehicle screen.
Apple CarPlay Ultra has reignited the “control” debate between brands and tech giants. While Ford hasn’t completely closed the door on Apple, it is unwilling to cede complete control over vehicle functions to Apple. Farley’s statements indicate that discussions about what role Apple will play in the technology and automotive worlds will continue.
