Apple has seen in vehicle supply chains, but it might explore a taxi service or a car platform instead.
Apple is intensively studying all aspects of automotive engineering and manufacturing, but there are growing questions about what shape Apple’s vehicle project might take, according to a report from the. the Wall Street newspaper.
Talk to the Wall Street newspaperPeter Fintl, director of technology and innovation at Capgemini Engineering Germany, explained that Apple’s movement in vehicle supply chains is noticeable.
We’ve seen enough echoes in the supply chain that we know that Apple is really looking at every detail of automotive engineering and manufacturing. But no one knows if what Apple creates will be a car, a technology platform, or a mobility service.
The report suggests that Apple’s car project may not result in a complete vehicle purchasable by the consumer. Instead, Apple could look to leverage its software and chip expertise to create some sort of next-gen vehicle platform that other manufacturers can use.
That being said, this option conflicts with Apple’s general desire to vertically integrate the full stack “whenever possible” and “control all aspects of the user experience”. Even so, according to the the Wall Street newspaper, there is “no clear indication” that Apple intends to use its vertical integration philosophy for its vehicle project.
If Tesla is the model here, it’s unclear why Apple executives would want to endure the torturous process of building the manufacturing, testing, and service capabilities that this path would require.
If creating a vehicle platform is unlikely to match the company’s philosophy or goals, and making an entire car is impractical and likely to be subject to competition fierce, the other option suggested by the report is an Apple mobility company, such as a self-employed company. – taxi service by car.
Johannes Deichmann, partner at management consulting firm McKinsey whose expertise is software and electronics in automobiles, suggested:
Apple and others could design and commission vehicles that carry their brand and operate as part of a service they provide, without any trace of the actual manufacturer on them.
Such a service would allow Apple to capture market share while the robot taxi service industry is still in its infancy, and to compete with the likes of GM’s Cruise and Amazon’s Zoox.
While highly speculative, the report states that Apple’s vehicle project has yet to penetrate the supply chain enough to reveal the nature of the car itself, and concludes with the comment that ” it’s quite possible that Apple will end up spending billions trying to develop an electric car without ever releasing a product. “