By on March 2, 2014

Ferrari Apple iOS

According to Brand Finance and other business experts, Ferrari- not Apple- is the world’s strongest brand. Apple, however, are no dummies- and they’ve decided to hitch their “iOS in the Car” wagon to Ferrari’s ever-rising star when both companies step out onto the stage at the 84th Geneva International Motor Show and show off Apple’s in-car operating system … in the new, production-ready LaFerrari hybrid super car and the new for 2014 Ferrari California T.

Apple and Ferrari first announced their collaboration almost a year ago, after last year’s Geneva show. It makes perfect sense, then, that the first fruits of their labor should appear now, on the largest automotive stage in the world … and not too long after Ford hilariously announced that it would be integrating- *snerk!* a version of Research in Motion’s BlackBerry OS into its own cars.

Further evidence for the upcoming announcement comes in the person of Eddy Cue. Eddy’s the vice president of Internet Software and Services at Apple, likely one of the people most involved with iOS in the Car, and just so happens to have been named to the Ferrari’s board of directors last November, making the Ferrari/Apple connection that much more obvious.

SO, while we wait for the official announcement to happen at Geneva, let’s take a look at the highly visible Ferraris that are expected to carry the new Apple iOS in the Car system, below. Just, you know, don’t expect Siri to be any good.

 

Apple iOS in the Car / Ferrari California T

 

Apple iOS in the Car / Ferrari LaFerrari

Originally published on Gas 2.

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26 Comments on “Apple to Show iOS in the Car at Geneva … in a Ferrari...”


  • avatar
    anti121hero

    Overpriced technology in an overpriced car.

    • 0 avatar
      wumpus

      Pretty much the defintion of “world strongest brand”. Brand strength: if you stuck your logo on a rock, what would it sell for?

      Personally, if I owned a bottled water company, I’d want a recount after seeing what tapwater [possibly filtered in some way] sells for in bottles. The market may be nowhere close in the absolute sense, but huge as a percentage. Probably close to Ferrari (if not Apple) in volume for some of the bigger brands.

  • avatar
    Brawndo

    I wonder if Apple’s car OS will work the same as iOS–after a year of ownership Apple issues a software “upgrade” that makes the system buggy and unusable and cannot be rolled back.

  • avatar
    Sjalabais

    Why does Ferrari have such a strong brand? Hardly anyone can afford them, they look outlandish these days, and couldn’t perform well in real life…just wondering. Is this valuation done by celebrity-TV-watching marketing slaves?

    • 0 avatar
      NMGOM

      Sjalabais – -

      Your question is excellent.
      The answer is that perception always trumps reality.

      A “brand” develops a mystique and a life of its own, based on previously alleged glorious history, but then later, independent of the products that created it.
      It also explains why the BMW logo** is such a desired item, even though its cars have mediocre reliability records, —- and now even mediocre or common features.
      Or why Apple’s half chewed-on apple represents holiness.
      Or why Jeep sells like hotcakes at a Sunday morning brunch.

      ** The value of the BMW “brand” ALONE is estimated at $50 billion.

      ——————–

      • 0 avatar
        Sjalabais

        Your analysis is spot-on. It’s just that I get so tired of it, the more it is true. Fake perceptions trumping knowledge, statistics and experience seems to be one of the biggest trends of our age. Makes me feel a bit helpless, to be frank.

    • 0 avatar
      tedward

      sjalabais

      You make a really good point. They have trended towards making imposing rather than beautiful cars, they no longer make the fastest or most capable vehicles you can buy and by spurning the manual transmission they have begun alienating drivers who relish the challenge and connectivity of driving a special vehicle. Also they catch fire all the time apparently. I understand and support giving supercar manufacturers some considerable leeway on quality issues, but that one has got to catch up with them at some point.

      • 0 avatar
        Sjalabais

        I totally agree to this post, too. In any admired product, quality ought to play a central role. After all, the whole thing boils down to craftsmanship. Really hard to accept that “people” in general are so willing to overlook that.

  • avatar
    fredtal

    Seems like everyone who cars about this technology asks the same thing “Why can’t I just use my phone in the car?” The rest of don’t really care and wonder why we can’t get brown station wagons with a manual gearbox?

  • avatar
    kuponoodles

    Too bad, i was just about to sign a check for a Ferrari, but I’m more of an Android kinda guy. SMH.

  • avatar
    MeaCulpa

    Jo Borras you disappoint me. Your co-worker would have known that iOS+Ferrari=”Game changer! Game changer OMG GAME CHANGER!!!” So please edit the article to include a sufficient number of “game changer”, at least four is required for a passing grade.

  • avatar
    Compaq Deskpro

    Think what you will of Apple, but whatever they touch, the entire industry churns out better product.

    It starts with Ferrari, but this will trickle down to luxury cars and eventually Nissan Sentras. When people are deciding what boring econobox or chubby crossover to buy, they will pick the one with the Apple system. Those who do not embrace Apple will be left behind like Blackberry and Nokia, struggling to pick up the pieces. Maybe young people will care more about cars. Maybe people will buy Apple-certified cars even when they don’t need them.

    This is a game changer.

  • avatar
    el scotto

    In heaven, Enzo is laughing at the Hank the Deuce.

  • avatar
    WEGIV

    “not too long after Ford hilariously announced that it would be integrating- *snerk!* a version of Research in Motion’s BlackBerry OS”

    QNX is an RT-OS that predates Blackberry by many years. RIM bought them in 2010, and used it as the basis of Blackberry 10, but QNX Car is not just a version of BBOS — it’s more accurate to say it the other way around. It’s also used in many other vehicles.

  • avatar
    05lgt

    iOS makes me crazy, but my wifes Blackberry locks up so often I call it a brickberry. I’d rather deal with engineered obsolescence and disabling “updates” than a car that decides it’s not your turn and it’s time to contemplate the infinite loop. QNX may well be OK though. I’ll let others bleed to bring this tech up to prime time standards. Once it’s settled for a few years and it’s actually safe I’ll enjoy the new toys.


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