In recent years, the global competition in the field of self-driving cars has been constantly escalating, and under the influence of the market, Apple has also begun to actively transform itself into autonomous driving. Now, what happened to Apple after the game?
With Google and Teslaby is definitely behind, but Apple will not be out of this.
Some people may wonder why Apple would want to enter the auto industry because the auto industry is characterized by low profit margins, high capital requirements, and fierce competition. It also has to face very strict regulations. These characteristics can be said with Apple. The characteristics are exactly the opposite. It should be noted that Apple’s 12-month operating margin was 26.9%, compared with only 6.1% for General Motors and 2.3% for Ford.
Perhaps the reason that Apple must enter the auto-driving car field is that the future car is more likely to be like an electronic device such as a computer or a smart phone than a traditional car. In this respect, an Apple car will fit perfectly with the company’s current ecosystem, and people can easily imagine that Apple bundles the car with services such as the iPhone or Apple Music.
Of course, the market size of self-driving cars is also large enough to attract large companies like Apple into the market.
We all know that Apple's market value has exceeded 800 billion U.S. dollars before, and their net sales in fiscal year 2016 were 215 billion U.S. dollars. The Boston Consulting Group estimates that by 2025, the sales of partially and fully autonomous cars will reach 42 billion U.S. dollars, and by 2035 they will reach 77 billion U.S. dollars. These figures are only for physical vehicles. If you add potential taxi services and other car-related services, then the value of this market is much higher than the numbers listed above.
However, compared with Google and Tesla, it seems that Apple's self-driving car project started a bit later, to know that Google started implementing its own self-driving car project as early as in 2009, and in the same year, Tesla was also It has introduced autopilot in all its cars, and it is said that Apple did not open its own Titan project until 2014.
In spite of this, it is reported that Apple still employs about 1,000 engineers and car managers, and continues to deepen its self-driving car program. Despite the large amount of investment, there have always been rumors that the Titan project was quickly plagued by various problems, including strategic differences, supply chain issues, and so on.
In the end, Apple also changed its strategy. They began to shift their strategic focus from building a true self-driving car to focusing on creating autonomous autopilot technology. After the change of strategy, it seems that Apple has finally made progress in the field of self-driving cars.
The shift of this strategy basically makes Apple no longer try to become another Tesla. They seem to be more inclined to become another Google. After all, Google is currently leading in the field of automatic technology, but they choose to cooperate with existing car manufacturers. (At least for now).
Tim Cook previously said in an interview with Bloomberg TV: “We focus on the autopilot system, which is a core technology that we believe is very important.†Cooke said that autopilot is also one of the biggest challenges for artificial intelligence. "We think it is to a certain extent the mother of artificial intelligence." At the same time, Tim Cook is very optimistic about the electric car industry: "No need to refuel the parking car is an unparalleled experience."
In fact, Apple gave up its hardware-oriented strategy, which shows how difficult it is to develop and manage an automotive supply chain. This has made Tesla's achievements even more impressive. And Apple is also rushing to test its automated driving system. Apple needs more data in order to be able to catch up with competitors faster.
Some people may wonder whether Apple can catch up with Google and Tesla in self-driving cars because it started late and has now changed in the general direction. However, staying behind has always been Apple's tradition, so Professor Scott Galloway of New York University is still very optimistic about Apple.
They are not the first tech company to bring us a mouse. They are not the first MP3 player makers, nor have they created the first mobile phone. But they can always see something different in the industry, and then they start to improve, they make trade-offs, and then they enter the industry and make them better.
Can auto-driving cars be an element that will continue to drive Apple's progress? We all don't know that competition with Google and Tesla is certainly very difficult and fierce. Moreover, Apple still needs to face other traditional car manufacturers and car service providers. Enter the field of automatic driving.
Scott Galloway believes that despite this, he does not believe that iPhone makers will be out of the game due to Apple's brand strength, history of innovation, solid financial resources, and their ability to come from behind.
Description
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