BMW has announced that it has no intentions of integrating Apple CarPlay Ultra into its future vehicles, marking a notable shift in its infotainment strategy. This decision aligns with a broader trend among automakers to prioritize their own in-house infotainment systems over integrating third-party technologies. Aston Martin remains the only brand currently offering the new Apple technology, which debuted in its DBX 707 model earlier this year.
A BMW AG spokesperson confirmed that while the company will continue to support traditional CarPlay and Android Auto, these functionalities will be confined to the main infotainment screen only. Instead, BMW is focusing on an innovative version of its iDrive system, which is set to make its first appearance in the upcoming Neue Klasse iX. This new system features haptic controls and a full-width display that spans the entire width of the windshield, emphasizing a unique user experience.
Manufacturers are increasingly cautious about ceding control of their infotainment systems to technology giants like Apple, as doing so could inhibit brand differentiation and result in potential data privacy concerns. For instance, comments from a Renault employee highlighted this sentiment by stating, “don’t invade our systems,” underscoring the hesitance among automakers regarding future collaborations with Apple.
Despite the advantages of Apple CarPlay Ultra, such as the ability to adjust car settings seamlessly or enjoy DAB and satellite radio while in the CarPlay interface, manufacturers feel that this could come at the cost of their brand’s identity. Notably, Porsche has struck a balance by allowing users to adjust vehicle settings while utilizing CarPlay, but it appears that many others, including BMW, are opting for a more autonomous approach.
The growing trend suggests that as integration of advanced technologies continues to evolve, manufacturers will seek to maintain control over the user experience in their vehicles, which could lead to more personalized and unique onboard experiences in the future.