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Why Sony And GM Are Apple’s Latest Competitors In The Smart EV Car Market

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Over the last two years it has become more apparent that indeed, Apple has greater aspirations to create entire hardware, software, and services platform around a smart car and could create and sell their EV in the future.

In this article, I share a link to a WSJ interview with Doug Field, who spent five years at Tesla and did two stints at Apple, most recently starting in 2018 as VP of special projects before joining Ford in September 2021. The article was entitled,

In a way, GM is following the PC and especially Apple's overall approach to creating hardware and software and then innovating around services. Apple's approach with the Mac and iPhone and iPad is closer to the way GM is looking at their approach to smart cars. GM now has the Ultium hardware platform, the proprietary Ultifi OS, and a clear path towards building an ecosystem of proprietary applications and services for use in all GM vehicles in the future.

Given Apple’s history of designing products, it always starts with an innovative hardware design and platform that is supported by a dedicated OS and applications. It is clear from Ms. Barra's presentation and similarly hinted to by Sony executives, that this is the model for all smart EV's in the future.

In that sense, Apple has a huge advantage over the auto industry by executing this model on a new digitally-driven platform like a smart EV. Of course, the auto industry has the advantage in manufacturing and scaling out the physical model, but implementing the OS and services will be new to them.

 

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