Apple lost the autonomous car battle before it began

Apple faces major obstacles to becoming a car company—or even a supplier of navigation and infotainment systems voluntarily integrated into vehicles by auto manufacturers. Hopelessly addicted to rich margin, premium iPhones, Apple doesn’t have much to offer automakers, and what little it could offer will be rejected for good business reasons. Apple designs premium smartphones and consumer products, contracting their manufacture to a mature Chinese supply chain. Reports by Bloomberg and The New York Times about Apple’s shift in its autonomous car program missed this most fundamental point. But the shift from building an autonomous electric vehicle (EV) to building the software that guides self-driving vehicles will not earn  Apple a leading position in the autonomous vehicle business. Here are seven reason why Apple won’t win this battle: 1. Car makers…


Link to Full Article: Apple lost the autonomous car battle before it began