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Apple’s automotive strategy will likely focus on vertical integration, with the company having a hand in virtually every aspect of the “Apple car,” Morgan Stanley analysts said.
In a note to investors seen by Appleinsider, Morgan Stanley analysts Adam Jonas and Katy Huberty discussed rumors about Apple’s automotive ambitions, how the company could implement its strategy in such a vehicle, and the CEO’s legacy. ‘Apple, Tim Cook.
Regarding the possibility of Apple launching some type of automotive product or production car, Huberty notes that Apple has been focusing on autonomous vehicle technology for years. Unlike other companies, Apple takes its time on new products to get it right, the analyst added.
“The strategy is to do less things, but to do them really well and to increase the chances of success. And so, like you said, years ago we started collecting data indicating that Apple would enter the automotive market, and we felt it was real, ”Huberty said.
She also compared the current auto market to other markets where Apple has done well, including PCs.
“When you think about what will make the car of the future different, it’s definitely about being creative around new supply chains. It is the vertical integration of different components, the design of the hardware, the software and ultimately the services that can be provided in this automobile. Said Huberty. “It’s about consumer confidence and credibility, and certainly the brand when it comes to a consumer product. And all of those categories are where Apple is a leader.”
Vertical integration is likely to be an essential part of the “Apple car”. Huberty says Apple’s strategy will likely see the company dealing with details like vehicle design, software and hardware communications, and even the car’s internal components and technologies.
In the future, it is likely that Apple will focus on bringing services to the “Apple car” and building a new user base. However, Huberty cautions against putting “the cart before the horse”.
Yes, there will be an important element around the services that will become available in an automobile once the driver’s focus and attention is released, but they have to be in control of the car first. You and I have already discussed this. I wouldn’t be surprised if Apple hits the market with an EV, right? A car that resembles the automobiles currently on the market with a steering wheel. They did it with the iPhone where in the first iPhone there was no app store. The first step was to get the right material.
At another point in the conversation, Jonas asked Huberty how Steve Jobs would view Apple today. In response, Huberty said she believed Tim Cook had “done a pretty phenomenal job of keeping Steve’s legacy alive.”
The analyst says Cook led Apple with design and innovation in mind – two things Jobs was famous for. However, Cook also “layered” other aspects such as executive, scaling, and skills related to his time as head of Apple’s supply chain.
“So I think if Steve looked down he would be very proud of how Tim has built his own legacy while still protecting the culture and differentiation around design and the innovation that Steve started,” he said. said Huberty.
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