A car from Cupertino? An Apple auto? The iCar, for goodness sake? Some scoff, calling it preposterous and questioning the legitimacy of the “sources” who told Bloomberg an electric vehicle could come as early as 2020. Others embrace the idea, eagerly hoping Apple will take on the likes of Tesla and Elon Musk in the electric-vehicle game.
When it comes down to it, it’s likely — if those sources are to be believed — that Apple is indeed building a car. Starting a car company really is just a money game, when it’s all said and done. And as we know, Apple has plenty of that, having reported a record net profit of $18 billion last quarter alone. If a company has that sort of cash, it can hire all the people needed to make the parts fall into place. And a recent report from 9to5Mac detailed the key execs Apple has hired, from Mercedes-Benz and Tesla parts makers like A123 Systems and ECMO Gears.
Considering all that, a 2020 launch date for the Apple car may sound surprising but is actually fairly reasonable.
Indeed, an Apple car — like so many Apple products before it — may transform car sales, but it won’t necessarily revolutionize the automotive world with its design or performance. Frankly, Apple would be remiss to try to reshape how cars are formed or how fast they can go. That’s another story, though.
Instead, if it’s smart and serious about entering the car realm, Apple should launch the world’s first share-only car. That and that alone would shake up and turn the automotive industry upside down — in Apple’s favor.
Tesla, as we have seen time and time again, is fighting an uphill battle to circumvent the dealer network in this country, keen to sell cars directly to customers. There are plenty of reasons why Tesla might want do this. Chief among them is that Elon Musk wants to do things his way, rather than follow the beaten path.
Apple, like Tesla before it, will want to blaze its own EV trail as well. And following Musk’s would be unwise for a whole host of reasons. Never actually selling the car to consumers, though, would solve many issues.