Automakers have been losing the battle to phone interfaces because they continue to avoid physical buttons and rely on touchscreens instead. General Motors (GM) is a prime example of this, as they recently faced problems with their new Ultifi infotainment platform, resulting in a two-month stop sale of the 2024 Chevy Blazer EV. Despite this setback, GM stands by its decision to ditch Apple CarPlay and Android Auto, partly due to its deteriorating relationship with Apple. The power struggle over the logo on the car’s touchscreen is nothing new, but automakers have only themselves to blame for giving tech companies the upper hand in infotainment.
Legacy automakers have made it easier for tech companies like Apple to dominate the infotainment space by removing physical controls and burying essential features deep inside touchscreen menus. CarPlay has become the default interface for millions of drivers because it offers a simple way to control the stereo and navigate while driving. In contrast, automakers like Cadillac, Lexus, and BMW persisted with clumsy interfaces for years. This lack of innovation left them vulnerable to Apple’s quick and easy solution.
Apple’s CarPlay has become so valuable to car buyers that it has gained control over modern cars. In fact, Apple data from 2022 revealed that 79% of U.S. car shoppers would only consider a new vehicle if it came with CarPlay. The latest version of CarPlay even syncs with onboard sensors to manage various vehicle settings, which has raised concerns among automakers who are reluctant to give up control of their cars to a tech giant.
GM’s decision to cut out CarPlay entirely is a bold move, but it remains to be seen if it will be successful in challenging Apple’s dominance. While GM can try to woo drivers with alternative interfaces and offer unique features, it is unlikely to dethrone CarPlay. Apple has always been good at improving existing ideas and dominating the market, and they are planning to expand their role in the car cabin even further.
To overcome this challenge, GM could decentralize control of its cars and incorporate physical buttons and other inputs. This approach would align with consumer preferences and safety advocates’ recommendations. By reducing reliance on touchscreens, automakers can regain influence over their vehicles and offer a more user-friendly experience.
In conclusion, automakers will continue to lose to phone interfaces as long as they avoid physical buttons and rely solely on touchscreens. GM’s decision to remove CarPlay and Android Auto from their cars may not be enough to overcome Apple’s dominance. To truly challenge tech companies, automakers need to decentralize control and prioritize user-friendly interfaces that incorporate physical buttons. Only then can they regain control over their vehicles and offer a more satisfying driving experience for consumers.
