The automotive world is witnessing a significant divergence as many prominent car brands opt to bypass Apple’s latest in-car software, CarPlay Ultra, despite its highly anticipated May 2025 rollout. This next-generation system promised an unparalleled, deeply integrated user experience, yet key players like Audi, Mercedes-Benz, Polestar, Renault, and Volvo have publicly confirmed their reluctance, raising questions about the future of in-vehicle technology.
At the core of this hesitancy lies the automakers’ apprehension about relinquishing extensive control over their proprietary infotainment systems and critical vehicle features. Unlike its predecessor, CarPlay Ultra is engineered to fully command the instrument cluster, extending beyond mere iPhone mirroring. Drivers would access real-time data such as fuel levels and tire pressure, alongside controlling heating, air conditioning, and audio configurations directly through Apple’s interface. This level of deep integration, while convenient for consumers, challenges the traditional autonomy of car manufacturers.
Many carmakers have invested substantial resources into developing their own sophisticated infotainment ecosystems, often viewing these as crucial future revenue streams. These proprietary platforms can generate income through navigation subscriptions, connected services, and even dedicated app stores, exemplified by the Volkswagen Group’s venture. By maintaining control, brands aim to secure long-term financial stability and differentiate their offerings in an increasingly competitive market, prioritizing their proprietary automotive software.
Despite the widespread reluctance, several automotive giants have chosen to embrace CarPlay Ultra. Aston Martin notably became the first to adopt the software for its new North American vehicles, followed by commitments from Genesis, Hyundai, and Kia. More recently, Apple’s Vice President of Worldwide Product Marketing, Bob Borchers, confirmed that Porsche and Jaguar Land Rover are also integrating the new system, with Apple hinting at collaborative efforts to develop custom themes and distinct design attributes for each automaker.
The brands supporting CarPlay Ultra appear to be strategically hedging their bets. By offering Apple’s advanced solution, they aim to meet significant consumer demand—a 2023 McKinsey survey revealed that nearly half of respondents would decline to purchase a car without Apple CarPlay, and 85% favored it over stock infotainment systems. This strategy allows them to cater to tech-savvy consumers while simultaneously continuing to invest in and evolve their own in-house systems.
Standard Apple CarPlay has long been a highly popular feature, allowing iPhones to mirror functions like maps, music, messages, and calls onto the dashboard screen. This existing software functions primarily as a projector, offering convenience without deep system control, which explains its widespread adoption, with 98% of new cars sold in the U.S. now featuring it due to high demand.
CarPlay Ultra represents a monumental leap from its predecessor. While Apple CarPlay merely mirrors an iPhone display, the Ultra version seamlessly integrates across all vehicle displays, including the critical instrument cluster. Furthermore, its Siri integration extends beyond basic iPhone functions, enabling voice command control over a wider array of vehicle settings and features that traditionally require physical buttons, enhancing user experience through advanced infotainment systems.
Additionally, CarPlay Ultra elevates the user experience by offering customizable widgets and deeply integrated Apple Intelligence. Unlike the previous iteration where users often needed to access these features via their iPhone, the Ultra update allows full interaction directly within CarPlay Ultra’s interface, providing a more cohesive and uninterrupted user experience.
