While Apple uses the next generation CarPlay Ultra, many car manufacturers hurry to integrate them through their lists. However, BMW occupies another attitude. At least part of the reason could be due to the fact that the brand is apparently not impressed. In words of the press, Stephan Durach, Senior Vice President UI/UX development by BMW, expressed his general disappointment with CarPlay Ultra. Perhaps it is even more important that he also explained why the brand has no plans to offer it in new class vehicles. At least for the moment that it has already been communicated in the past.
“If you have a look at what I’ve seen so far, it’s not that exciting,” Durach begins. He answers a question of whether new BMW vehicles will ever offer CarPlay Ultra. “To be honest, we have certain screens, a certain screen structure”, Durach continues, “and I am completely convinced that our setup is much more capable.” It is not the first time that BMW executives have played down the attractiveness of Apple’s extended interface, which takes over several screens in the cabin. While they acknowledge that CarPlay is popular, they argue that it is no progress to give Apple full control over the user interface.
Why BMW is not a car play Ultra crazy
BMW’s argument goes back to the depth of integration. The company insists that its IDRIVE X -ecosystem already offers a more seamless experience when CarPlay Ultra can offer. Functions such as Panorama display, personalized widgets, predictive outins and deeply integrated vehicle functions are not what the Apple ecosystem cannot replicate. BMW also refers to its own usage data, from which it shows that customers often start with CarPlay, but finally rely on BMW’s navigation and media controls as soon as they find out how well they work.
At the same press event, Durach even went to say that the drivers just don’t use CarPlay as often as they think. In addition, BMW is not crazy about giving Apple full control over the screens of the car. Both reasons seem to be more than enough to leave Apple CarPlay Ultra for the other boys.
BMW provides this with the competitors who Apple or Google want to take over in the car. Even rivals near home, such as Porsche, have expressed or confirmed interest in the future availability of Apple CarPlay Ultra. According to the BMW, its approach is about value and driver loyalty. According to BMW, the most intelligent cockpit is one in which the car manufacturer, not the Silicon Valley, defines the rules. Whether this decision will return will only be triggered in good time to pursue it. After all, the only real application of CarPlay Ultra on ultra-exclusive cars by Aston Martin.
