Apple CEO Tim Cook laughed at the broadcaster’s question about’Apple Car’. The response from the situation where the possibility of’Apple Car’ collaboration between Hyundai Motor Group and Apple still exists, deserves great attention.
His reaction was included in a video on the Fox News YouTube channel uploaded on the 18th (local time).
Fox News anchor Chris Wallace asked Tim Cook, “What’s next for Apple and Tim Cook, and will Apple Cars be included in it?”
Then Tim Cook laughed out loud and replied, “I can’t answer the rumors.” “You’re the Apple boss, so I have the right to decide not to answer the questions,” said Anchor Wallace.
How will Tim Cook’s reaction be interpreted? It can be divided into meaning that it can make a proper Apple car in cooperation with the Hyundai Motor Group, and that there is no project for the Apple car itself.
Apple is actively developing new automotive technologies
Apple executives, including CEO Tim Cook, have not yet given a specific position on the existence of the Apple car. It did not even mention the possibility of a relationship with the Hyundai Motor Group once.
It is true that Apple is active in developing new automotive technologies. Tim Cook himself may have been full of anticipation for the introduction of a new technology that the automotive industry will love. For this reason, it is speculated that he would have laughed out loud when asked about the Apple car broadcasting.
Apple’s move toward new automotive technology can be easily seen through Business Insider, the US economic media.
In a report on the 17th, Business Insider summarized the fact that Apple has applied for six patents related to automobile technology.
Looking at the contents, Apple has applied for a holographic head-up display, a screen technology that can be hidden in seats and doors, an augmented reality virtual display for motion sickness patients, an intelligent glass tinting system, a new concept driver alarm system, and a temperature control system.
Some of these technologies are being actively developed by other automakers and parts makers. In particular, the Volkswagen pure electric car ID.4., which is scheduled to be released in Korea next year, is equipped with an augmented reality display. If this technology is activated, Apple will be able to reinforce content related to it.
At this point, what Apple can expect is the connectivity technology for smartphones. Already, the automotive industry has universalized the application of Apple CarPlay, which can be connected wirelessly, and has also developed’Digital Key Plus’ technology that can replace the iPhone with the role of a vehicle smart key.
In addition, electric vehicle route guidance technology using Apple Maps is also expected to be universal. Apple is partnering with BMW to expand connectivity technology or apply it to new cars to be released in the future.
Nothing has been decided yet… Need a careful approach
Contrary to these expectations, Tim Cook’s laughter may suggest that the Apple Car entity has not yet materialized.
The biggest reason is related to Hyundai Motor Group’s recent response to the Financial Supervisory Service’s inquiry disclosure.
Hyundai Motor Group did not mention Apple in the inquiry disclosure. The official response from the management is that it is receiving cooperation in the development of autonomous electric vehicles from various companies. The collaboration with Apple is still in its infancy, so no specific decision has been made. On the 8th of next month, Hyundai Motor Group also announced that it will re-disclose related information.
Shortly after the announcement of the inquiry, a report came out in a domestic media that Apple was working with Kia to make an Apple car. Reportedly, Kia’s Georgia plant in the US will become a production base for apple cars.
Kia is a reaction that has yet to be specified. This is similar to the position of Hyundai Motor Group.
As news from the domestic media spreads through foreign media, CEO Tim Cook’s laughter can be interpreted as absurd.
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Apple is known to keep its business secrets thoroughly before making an official announcement. If the media or stock market disseminates the contents of the Apple Car confidentiality pledge, there are also concerns that cooperation between domestic companies and Apple will not be possible.
Hyundai Motor Company and Kia are expected to announce their fourth quarter last year and annual results for 2020 as early as the end of this month. At the sales performance conference call, it is possible to reveal a position on the collaboration related to Apple cars.