- Why is BMW rejecting support for CarPlay Ultra?
- European Carmakers Push Back Against CarPlay Ultra
- Some Brands Still Welcome CarPlay Ultra
- Who Will Win the Battle for the Dashboard: Apple or Automakers?
Car interiors are undergoing a radical transformation, with screens no longer serving as simple entertainment tools. Instead, they have become fully integrated digital hubs at the heart of the driving experience. In this fast evolving landscape, BMW has made its stance clear by rejecting support for Apple’s new CarPlay Ultra in its future models. This move signals a strategic shift in the ongoing battle between automakers and tech giants over who controls the user experience inside the vehicle.
Why is BMW rejecting support for CarPlay Ultra?
In a statement to BMW Blog, BMW clarified that it currently has no plans to offer the CarPlay Ultra system in its vehicles. Instead, the company reaffirmed its commitment to further developing and enhancing its proprietary iDrive system, which delivers a fully integrated digital driving experience. Unlike systems limited to media and navigation, iDrive extends its functionality to include climate control, seat adjustments, driving modes, and advanced driver assistance features.
From BMW’s perspective, adopting CarPlay Ultra would mean relinquishing control over the in car user experience and allowing an external tech company to dominate the vehicle’s interface. BMW sees its in house system not only as a tool for seamless functionality but also as a long term strategy to strengthen customer loyalty and build a proprietary digital ecosystem based on paid services and recurring subscriptions that generate sustainable revenue.
European Carmakers Push Back Against CarPlay Ultra
Several major European automakers have taken the same stance, with Mercedes Benz, Audi, Polestar, and Volvo all confirming they will not adopt Apple’s new CarPlay Ultra system. This comes despite Apple’s 2022 announcement that these brands would support the next generation platform. Since then, however, the automotive landscape has shifted significantly, prompting companies to reassess their digital priorities.
CarPlay Ultra goes far beyond the traditional scope of Apple’s in car system. It aims to control core vehicle functions like digital instrument clusters, climate control, drive modes, and even air distribution. This level of integration diminishes the role of the car’s native operating system, raising concerns among manufacturers. Many of them now prefer to develop unique digital experiences that reinforce their brand identity and maintain a competitive edge in the connected car space.
Some Brands Still Welcome CarPlay Ultra
On the other hand, several automakers remain open to Apple’s new system. Aston Martin was the first to launch a vehicle equipped with CarPlay Ultra, and early tests revealed a rich user experience that closely mirrors the iPhone interface, offering full control over the car’s digital displays. Brands like Porsche, Kia, Hyundai, and Genesis have also confirmed their support for the system, with future plans to integrate it into their models.
However, there are still no clear signs that other automakers are rushing to adopt CarPlay Ultra, especially as many of them are expanding their partnerships with alternative platforms like Google’s Android Automotive or developing their own in house software solutions that give them greater flexibility and control over data and user interaction.
Who Will Win the Battle for the Dashboard: Apple or Automakers?
The next major showdown in the automotive world is no longer about engines or performance but about who controls the digital screens inside the cabin. With CarPlay Ultra, Apple is pushing to extend its influence deeper into the vehicle, while automakers are working to maintain their digital independence by developing their own in house systems.
Ultimately, the final word may belong to the consumer. As tech savvy drivers in the GCC become more aware of the value of in car digital experiences and grow accustomed to the seamless usability of their smartphones, support for CarPlay Ultra could become a key factor in purchase decisions. If that shift happens, automakers resisting the new system may have to rethink their digital strategies in a competition that will be decided by customer demand.
