Apple and the car: a telenovela by the technology that for about two years he gave the tour, in the news the hi-tech and in those of the engines, including rumors, no one knows how driven by Cupertino, reliable information and, above all, hyperbole of newspapers online and offline about the car that drives itself (almost). After months and months of catchphrases devoid of confirmations on the iCar and on the never officially stated Project Titan, Apple has made the first official step with a letter sent to the Nthsa (the authority on road safety of the Usa) by announcing you have to study a car to guide autonomous or semi-autonomous and at the same time calls for "fairness" in competition for newcomers in the auto s ector is not penalizzatati vis-à-vis large-scale manufacturers of traditional.
Apple comes out on the car that drives itself
In practice, Apple asks the Nhtsa an attitude that is soft on the rules to encourage innovation. On this we must be firm: the road safety is non-negotiable and cannot be conditioned by requirements that are different from those of the maximum protection of the people. You can in fact run the risk of being open-minded example, in Tesla, with his system called "Autopilot" causes a lot of confusion about its real abilities. Already, because Tesla makes cars that drive themselves, but cars (electric) with a sophisticated system (optional) help similar to that offered, for example, by Mercedes on the S-Class or Bmw on the new 5 Series.
Apple stops the car: stop at the Titan project for the iCar
Apple, therefore, has made an official step, but what is strange, not to say suspicion, is that he did this after September first had come rumors about a not officially declared interest in Cupertino to buy the McLaren English and after that in October we learned that the so-called Project Titan has been cancelled and you began to believe that Apple may have realized that being a machine is not how to design and sell a smartphone, and you can have all the money in the world, engineers drawn from the best companies but it’s not time you can buy it. You cannot jump the stages of development of a complex object, far more than a mobile phone. Even if you’re Tim Cook. Even if you are a Apple’s “magical and wonderful”. However, Apple, with all the cash he has (more than 230 billion) if it decides to make the move certain risky to enter the automotive industry with a car under its own brand , could buy it with little effort from a car manufacturer.
autonomous Guide: what’s coming really
The letter to Nhtsa re-opens the match and we can assume again, given the absence of official communications, that the company led by Tim Cook will focus on hardware and software for the car in two fields: the one of in-vehicle infotainment (closest to the technical culture of the Apple) and the one of the solutions for the automation of the guide, becoming a supplier of components to the same standards as the companies that they are really as Bosch and going to compete with Google, which has for years been conducting tests to develop a technology for the autonomous guide. Apple could also compete with the chipmaker Nvidia, for example, is working with Audi on the autonomus driving true that is one of the cars that you design, build and buy, and not those who imagine themselves to be on the newspapers as the machines robotic, even without drivers, Uber and Lyft that they know so much of marketing operations. It must be said that in this area, of great interest, the car manufacture rs and "traditional" are working and leading to results (also in terms of real products), but often on the Us media shows only the proclamations of those who drive the imagine and does not do.
Renault buys a start-up to the digital eye of cars that drive themselves
let’s go Back to Apple and landing in the car (direct or indirect). It must be said that the house of Cupertino is facing a crisis of cultural and technical". The house of the apple depends largely on a single product: the iPhone but this is not evolving, and is set back with respect to the competition for certain aspects such as the display. Apple continues to offer Lcd screens Ips, while competitors more famous (historically Samsung) use sophisticated Amoled display that are expected to be used in the iPhone 8 coming out in September 2017. But that worry is, above all, the smartphone market is near saturation, and with a propensity to spending that focuses more and more on models (of the brand the chinese as Huawei) average price lowest. In short, Apple has to decide what to do in the future: it has a lot of money and a market capitalisation of formidable but is sitting on the sands of the mobile market less governable than in the past.
Also, in the last few weeks, p recisely in the area of infotainment systems for the car, Samsung has made a move that mortgage seriously the landing of Apple in the field of connected car. The Korean manufacturer has bought (to 8 billion), the giant Harman entering the weight in the sector of systems for the onboard entertainment, navigation and solutions for the connected car.
Renault buys a start-up to the digital eye of cars that drive themselves
Harman manufactures equipment of the first equipment as well as systems Uconnect are used by the Fca and is a supplier to many car manufacturers use its systems for connected cars. With this move Samsung launches in a sector that is important and strategic, and where it was not present in contrast to compatriot LG, one of the systems infotaiment car and solutions for connected cars, as well as systems integration between smartphone and car, where harma produces devices that are compatible with Android Auto and Apple Car Play (yes, now Apple will have to talk with the rival in this sector). But not only the acquisition of Harman leads in home Samsung a lot of well-known trademarks in the world of home audio and car stereo: harman/kardon, Jbl, Mark levinson, Infinity, Lexicon. In short, Samsung bar the road to the Apple in the street of the conquest of the "screen auto" and the Apple raises directly on the entire car.
The soap opera of the iCar is not over, but certainly a car Apple do not see it soon and in the meantime, in the field of electric autonomous guided are have entered the Mercedes with the proposed range EQ and Volkswagen with the project I. D.
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