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Is Apple's CarPlay Ultra Dead? The Shocking Truth Behind Manufacturer Rejections
Major car manufacturers are turning their backs on Apple's CarPlay Ultra, creating significant challenges for the tech giant's automotive ambitions. This rejection represents a substantial setback for Apple, which initially announced partnerships with 14 automakers back in 2022.
The Great Automotive Rejection
I've been following this story closely, and the scale of manufacturer pushback is striking. Mercedes-Benz, Audi, Volvo, Polestar, and Renault have all walked away from their earlier commitments to support CarPlay Ultra. These aren't small players - they represent some of the most prestigious names in the automotive industry.
The resistance runs deep. One Renault executive reportedly told Apple directly: "Don't try to invade our own systems". This blunt rejection captures the broader sentiment among manufacturers who view CarPlay Ultra as overreach rather than innovation.
Why Manufacturers Are Saying No
The primary driver behind this rejection centers on control and revenue. Unlike traditional CarPlay, which occupies just the main infotainment screen, CarPlay Ultra spreads across multiple dashboard areas and gains deeper access to vehicle functions. This includes replacing instrument clusters and controlling systems like air conditioning.
Car manufacturers see several problems with this approach:
- Lost revenue opportunities: Infotainment systems represent potential subscription income streams for manufacturers
- Reduced brand control: CarPlay Ultra diminishes manufacturers' ability to create their own customized experiences
- Data concerns: Some automakers worry about data sharing implications, though Apple maintains CarPlay Ultra doesn't transmit more data than standard CarPlay
General Motors already demonstrated this thinking when it ditched CarPlay entirely in 2023, citing the potential to sell subscriptions directly to drivers.
Current Market Reality
Despite the rejection of CarPlay Ultra, manufacturers aren't abandoning Apple entirely. Most companies plan to continue offering standard CarPlay alongside their proprietary systems. This makes business sense - standard CarPlay enjoys overwhelming popularity, with Apple claiming 98% of new US cars include the feature and drivers using it over 600 million times daily.
Consumer preference data supports this approach. A 2024 survey showed infotainment systems averaged 805 out of 1,000 in approval ratings, but systems with CarPlay support scored higher at 840. Wireless Apple CarPlay and Android Auto ranked as the most sought-after features among electric vehicle buyers.
Apple's Remaining Partners
The rejection isn't universal. Currently, only Aston Martin offers CarPlay Ultra in production vehicles. Apple's updated partner list now focuses on Korean manufacturers: Hyundai, Kia, and Genesis. Porsche also remains committed to future CarPlay Ultra support.
This represents a dramatic shift from Apple's original 2022 announcement, which included many of the manufacturers now backing away from the platform.
Industry Implications
The automotive industry is experiencing a broader battle for dashboard control. Tesla and Rivian have never offered CarPlay or Android Auto, preferring their proprietary systems. Rivian's CEO explained they want to provide an immersive experience without the complexity of switching between apps for vehicle functions.
This trend reflects manufacturers' growing confidence in their software capabilities and their desire to maintain direct customer relationships. By controlling the infotainment experience, they can:
- Generate ongoing subscription revenue
- Maintain brand differentiation
- Control the user experience completely
- Retain valuable customer data
Looking Forward
Apple faces a challenging road ahead for CarPlay Ultra adoption. While the company maintains that more manufacturers are joining the initiative, the current reality suggests limited near-term prospects. The integration process requires significant time and cooperation from manufacturers who increasingly prefer maintaining control over their systems.
For consumers, this means CarPlay Ultra will likely remain a niche feature available in select vehicles rather than becoming the widespread standard Apple envisioned. The automotive industry's resistance demonstrates how traditional manufacturers are pushing back against tech companies' attempts to control the in-vehicle experience.