A number of partners are turning their backs on Apple.

CarPlay Ultra is facing backlash from many major automakers. Photo: Mashable .

Apple is facing strong backlash from the automotive industry regarding its new CarPlay Ultra software. Designed to integrate deeply into vehicle dashboards, the software is creating a significant challenge for automakers.

Relinquishing control of the vehicle's dashboard can impact data exploitation capabilities. Therefore, many automakers are focusing their efforts on developing their own infotainment systems, hoping to generate new revenue streams from services and data collected directly in the vehicle.

Standard CarPlay is widely used. According to Apple, 98% of new cars in the US are equipped with this feature, and American drivers use the system more than 600 million times a day.

However, this very popularity has created a major challenge for automakers. When Apple offered the CarPlay Ultra upgrade for free, it fully leveraged the massive iPhone user base to solidify its position, putting considerable pressure on car manufacturers.

Aston Martin is the first car manufacturer in the world to integrate Apple CarPlay Ultra. Photo: Aston Martin.

Several of the world's leading luxury car brands, including Mercedes-Benz, Audi, Volvo, Polestar, and Renault, have stated they have no immediate plans to adopt CarPlay Ultra. This move contradicts previous suggestions from Apple regarding collaborations with automakers.

The move follows General Motors' 2023 decision to stop installing CarPlay or Android Auto on some of its electric vehicle models in the US. A Renault executive stressed the common stance of several manufacturers: "Don't try to hack into our systems."

CarPlay Ultra offers more than just music playback or navigation. According to Emily Clark Schubert, Apple's Head of Automotive Experience, the system connects to essential vehicle information such as temperature, speed, and fuel consumption, providing a "consistent experience across all of the driver's screens."

Although Aston Martin recently became the first automaker to integrate this new system, many other car manufacturers are now heavily investing in developing their own proprietary solutions.

Simon Middleton, a partner at McKinsey, outlined the bigger picture for the automotive industry. He stated that as the industry shifts towards electric and autonomous vehicles, software will become a key factor. This will intensify competition between technology companies and automakers for control over the driving experience.

Despite wanting to control the dashboard, automakers still face significant pressure from consumer preferences. According to a 2023 McKinsey survey, nearly half of buyers would reject a car without Apple CarPlay or Android Auto; 85% of current users prefer these services over the car's built-in system. Apple believes CarPlay Ultra will be well-received by customers, forcing automakers to adapt.