I was catching up on a news backlog and came across this interesting piece on the Project Titan, the code word for the autonomous electric vehicle that Apple seems to be making. Max at Appcessories brings us up to speed with history and findings from his recent research.
One thing struck out to me in particular:
"Apple seems to have hit a bump when BMW politely excused itself from the future partnership. The German automaker, Daimler, also refused to join up with Apple for its project."
Apple, Inc. is a different company than it was in 2005, but it's worth remembering that Steve Job's Apple Computer, Inc teamed up with Motorola to create the first mobile device, a phone called the ROKR, that could connect to iTunes. At the time Motorola was at the top of hte mobile space, with a series of devices that had great performance and style, like the conversation piece, I owned, the Moto V70, the standard, practical flip, the Moto V60, and the gold standard of mobile device design at the time, the Moto RAZR.
Motorola was exactly where BMW and Diamler are now-- at the top of their industry. They worked with Apple to get the ROKR device out, but Apple was either distracted by the imminent release of their iPod Nano, which was smaller than the phone and could hold far more song's than the Motorola's arificially capped 100 song limit.
The disruption was complete two years later when Apple unveiled the iPhone, a device with more speed, more storage, a dazzling interface, and a music app. Motorola would never regain its spot as the top mobile phone maker again.
No- Tim Cook is not Steve Jobs but the lesson here is that BMW and Daimler, both of whom are working on both autonomy and advanced drive vehicles, would do well to innovate on their own-- grabbing talent where they can, lest a relationship with Apple lead to a vehicle that completely devours their core audience.