[GAM] Apple cars go on for years, then repeat…’You may not see the light’

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[서울=뉴스핌] Reporter Kim Sun-mi = Apple (NASDAQ: AAPL) maintains strict secrecy in product development, but signs that Apple is developing an Apple car have steadily surfaced for several years.

Apple Cars steadily appeared in the headlines, from contests for human resources in the automobile industry to subsequent application for automobile patents, mysterious self-driving vehicles wandering near the headquarters in Cupertino, California, and recent negotiations with Hyundai-Kia Motors and Nissan in Japan and media reports of negotiating breakdown .

Apple [사진= 로이터 뉴스핌]

Although all Apple products have been the subject of various rumors for a long period of time before launch, the rumors of the Apple car are particularly long lasting.

Experts interpreted that the breakdown of negotiations with Hyundai Kia and others following the reduction of manpower for the Apple car project in 2016 all show that the development of the Apple car itself is in the process of repeating itself.

Rayleigh Brennan, general partner of Trucks VC, which invests in a transportation company, told CNN that “a few years ago, there were reports that the Apple Car project was ended. At the time, I knew more than 10 people who were working on Apple car development. I laughed off because of it,” he said.

“The apple car is like a pot that keeps boiling on low heat in the crater at the very rear of the stove,” he added.

No wonder Apple wants to enter the trillion-dollar automotive industry. But car development is a very complex task.

Tesla (NASDAQ: TSLA) was also founded to create a car focused on software, but it took years to generate revenue, and at the moment, the profit is not from car sales.

There are usually three questions surrounding Apple Cars. Will Apple make its own Apple car, or will it work with automakers, or will it make something entirely different, such as automotive software?

Sam Abuelsamid, an automotive industry analyst at Guidehouse Insights, a consulting firm, told CNN, “As Apple has shifted its focus to paid services to generate sales in the saturated smartphone market over the past few years, You may be more interested in it.”

Apple has already invested in the Chinese car-sharing company Diddy, and in 2019 acquired the autonomous vehicle startup Drive.ai, which participates in the Rift’s Robotax pilot project.

There were also observations that the Apple car could come out in the same form as the Apple TV. Initially, Apple TV was expected to come out as a complete TV set, but in the end it was a small streaming box that works with the existing TV.

“I decided not to do a complete TV set because the margins are too low,” Abu Elsamid said. “If Apple can’t create something better than the existing one, it won’t come out at all.”

Whatever form Apple enters into the automotive sector, it is bound to engage in a fierce battle with not only existing automakers, but also technology companies and startups over human resources and technology.

The self-driving car start-up that Amazon acquired, Zoox, has taken out Apple’s auto manpower, while Apple has taken over key personnel from Porsche, Google’s Waymo, and Tesla.

However, despite all these rumors, manpower battles, and research and development (R&D), the possibility that Apple Cars will not see the light in the end cannot be ruled out.

“Apple has changed its direction with regards to automotive technology several times over the past few years,” Abuelsamid said. “At the moment, Apple hasn’t come up with a clear idea, so it’s a step that spends a lot of time researching many types of products.” .

“Many of these will eventually be out of the market,” he added.

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