Responding to a question about Apple’s potential foray into the automotive industry, senior VP Jeff Williams told Re/code conference attendees that “the car is the ultimate mobile device.”
The executive added that Apple is currently focused on CarPlay integration, but is “exploring a lot of different markets” and could choose to expand its reach if it can make “a huge amount of difference” in the particular field.
Various reports suggest CarPlay is barely scratching the surface, and many recruits from an alleged hiring spree are said to be working on a complete automobile rather than simply improving iPhone integration for existing vehicles from established automakers.
Hundreds of workers are said to be involved in the initiative, referred to as Project Titan. The allegations appeared to spill into the limelight when auto battery maker A123 Systems filed a lawsuit accusing Apple of poaching top engineers, including its chief technology officer. The Cupertino-based company is also said to have snagged at least 150 staff from Tesla Motors’ ranks.
Mobile devices have been particularly profitable for Apple, with the iPhone now accounting for more than half of overall revenue. Some analysts suggest smartphone market saturation is quickly approaching in developed markets, however, and Apple likely views the automotive industry as ripe for disruption.
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