The Real Battle Apple Is Waging In Autos

By Phil LeBeau

Amid the speculation over whether or not Apple’s increased investment in autos could ultimately lead to an iCar, the folks getting worked up into a lather are overlooking the big battle Apple is currently facing in the auto industry.

Who wins your time behind the wheel?

The two primary players fighting for your time, attention and purchasing power behind the wheel are Apple (with Carplay) and Google (with Android Auto).

Guess what? These guys are just getting started.

“I’ve seen both systems displayed in a variety of vehicles and both are just scratching the surface in terms of market penetration,” said Mark Boyadjis, Sr. Analyst of Infotainment for IHS Automotive.

Ultimately, Apple and Google are fighting to be the system you use to stay connected in the car, at home and wherever you go with your phone. Think of your car as the last major untapped frontier when it comes to mobility and connectivity.

Phone Projection Taking Off

What Apple CarPlay and Android Auto are driving towards is greater penetration in the phone projection market within the auto industry. Phone projection means you take the capabilities of your phone and run them seamlessly through your car so that when you are driving or riding somewhere your phone capabilities are there for you.

“They want your eyes, your purchase intent and so many other things in the hour or two you are driving,” said Boyardjis.

HIS automotive estimates an estimated 600,000 vehicles worldwide were integrated with phone projection systems in 2014. Considering global auto sales last year topped 88 million vehicles, penetration of phone projection systems was a drop in the bucket.

That will change rapidly.

By 2017, 40 million vehicles will be connected to systems like Apple CarPlay and Android Auto according to Boyardjis. He sees that number skyrocketing to a projected 250 million cars running these type of operating systems in 2020.

“These systems are going to explode in popularity,” says Boyardjis.

Connected Behind the Wheel

As automakers start to incorporate autopilot and autonomous-drive systems into their new models, the big push in the industry will be selling you on the idea of staying connected behind the wheel.

Could Apple do far more to keep drivers connected than simply push advanced versions of CarPlay? You bet.

Google has said it has no interest in building vehicles, but with Apple it remains to be seen if vehicle manufacturing is in its future.

At this year’s Consumer Electronics Show, Mercedes-Benz showed a concept car that incorporated touchscreen panels into doors, giving passengers an experience unlike any other when they are driving or riding somewhere.

The auto industry is on the verge of a major shake-up when it comes to the technology powering and connecting our cars.

Not surprisingly, Apple is one of those companies stirring thing up