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Leveraging cross-industry partnerships to launch CarPlay, an infotainment system that links consumers’ iPhones with their vehicles.

Key facts

  • Launched by Apple¹ in 2014, CarPlay allows users to seamlessly integrate an iPhone into their vehicles infotainment system via an Apple lightning cable. It then syncs with existing in-car infotainment systems, granting users access to a host of custom-selected apps, such as messaging, music and maps.
  • Apple have also partnered with apps including Spotify and Audible and made them available on the platform.

Uniqueness

  • CarPlay is able to predict user needs, such as where they are likely to go, based on data from their iPhone’s calendars, email and contact information.
  • Unlike traditional touchscreen infotainment hubs, CarPlay uses Siri, Apple’s intelligent voice-command operating system, as the main method of controlling apps.
  • Consumer familiarity with existing Apple technology and ecosystems has the power to influence vehicle-purchase behaviour.

Value

  • A report by IHS, predicted CarPlay’s sales at 861,000 in 2015, growing to 37 million in 2020.
  • OEMs are increasingly incorporating CarPlay functionality into their new vehicle models. For example, GM is one of a number of brands making Apple CarPlay available on nearly its entire 2016 model line-up.
  • CarPlay is a safer, easier and more convenient way for consumers to utilize iPhones in their vehicles. Siri provides an eyes-free, heads-up experience by responding to requests through voice commands, by reading drivers’ messages and by letting them dictate responses or simply make a call.

Approach

  • CarPlay was formed as a result of a number of key partnerships with the likes of Ferrari, Mercedes-Benz, BMW Group, Ford, GM, Honda, Hyundai, Jaguar Land Rover, Kia, Mitsubishi Motors, Nissan, PSA, Subaru, Suzuki, Toyota and Volvo. This has been critical for Apple to gain access to the automotive market.
  • For example, Volvo have incorporated Car Play in their Sensus Connect platform. The platform works on a four-tile system. Each tile on the touchscreen handles a different operation: in-car navigation, the phone, media and, if the user wants it, CarPlay.

 Footnote
Sources: Apple CarPlay; IHS; WEF/Accenture Analysis

Apple is one of more than 100 case studies identified as part of the World Economic Forum’s Digital Transformation of Industries initiative. An overview of the DTI program can be found here.

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