Why Audi and Other Automakers Are Hesitant About Apple’s CarPlay Ultra

Apple’s expanded CarPlay Ultra promises to take over a vehicle’s main touchscreen, digital gauge cluster, and even climate controls, offering a seamless, Apple-branded driving experience. However, news from Car & Driver reports that several automakers, including Audi, Mercedes-Benz, Volvo, Polestar, and Renault, have recently backed away from adopting CarPlay Ultra.

Audi explained its decision by highlighting the launch of its own advanced MMI infotainment system in new models, choosing to stick with traditional CarPlay rather than Apple’s full takeover. This approach from Audi is not surprising given their investments in virtual cockpit software over the years. Other brands share concerns that CarPlay Ultra’s standardized interface could dilute their unique brand identity, even though some customization is allowed.

Car manufacturers also see value in developing proprietary systems, both for brand differentiation and potential revenue from in-car services. While CarPlay Ultra is currently limited to a few brands like Aston Martin, others, including Porsche and Hyundai, are set to join soon.

The choice between embracing Apple’s ecosystem or maintaining control over infotainment could significantly influence customer buying decisions, especially in markets where Apple’s iPhone dominance drives strong demand for CarPlay integration.