Apple Car


[Insights] Apple Car Production Delayed to 2028, to Feature Level 2+ Advanced Driver Assistance System

Apple has delayed the production schedule for the Apple Car from 2026 to 2028, as reported by Bloomberg. The vehicle is expected to feature a Level 2+ advanced driver assistance system.

TrendForce’s Insights:

  • Aim for Fully Autonomous Driving: Apple Car Once Planned to Remove the Steering Wheel

Apple has named its project for the Apple Car “Titan”. The initial concept envisioned a fully electric vehicle without a steering wheel, potentially achieving Autonomous Driving Level 5.

The delineation of autonomous driving levels places Level 3 as a watershed: vehicles below this level still require driver control (by eyes and hands), with the system providing assistance.

Vehicles at Level 3 and above gradually empower the system to assume greater control, gradually freeing the driver’s hands and eyes. Therefore, only vehicles beyond Level 3 can be considered truly autonomous vehicle.

  • Downgrading the Autonomous Driving Level: Apple’s Compromise with Market Realities

Having accomplished numerous revolutionary innovations in the consumer electronics realm, it’s understandable that Apple aims to replicate its successful model in the automotive industry. High-level autonomous driving represents a battleground where Apple can leverage its strengths.

However, with the complexity of vehicle components and the stricter validation standards for automotive regulations compared to commercial ones, Apple, if it intends to venture into car manufacturing, still needs to align with the technological development levels of other components.

For instance, to eliminate the steering wheel configuration, mature wire-controlled steering technology is necessary. However, among all car manufacturers currently, only Tesla, Toyota, and Infinity have adopted this technology, resulting in a relatively small market size.

Related component suppliers also are still in the process of research and development or observing the market. Even if suitable suppliers are found, the adoption of such advanced technology may raise the cost of car manufacturing.

Additionally, the trust between humans and machines has yet to mature, and related regulations are still under development. Achieving full confidence from drivers to take their hands and eyes off the steering wheel, even under the Apple brand, is not an easily achievable goal.

  • Prioritizing Safety and Stability in Vehicle Design: Apple’s Compromise is the Right Decision

Given the direct impact on driver safety and the long product lifecycle, the automotive industry, whether traditional or electric vehicles, prioritizes safety and stability in design principles. Even with innovative technologies, their priority is secondary to safety and stability.

Designing an electric vehicle without a steering wheel is undoubtedly enticing, however, given the need for further validation in technology, regulations, and human-machine trust, the production timeline for Apple Car may continue to be delayed.

Additionally, the automotive industry adheres closely to Maslow’s Hierarchy of Needs theory. At this stage, the primary concerns for car manufacturers are not the presence of steering wheels or the level of autonomous driving but rather range anxiety and high car prices. These concerns belong to the “lower-level” needs of the demand pyramid, affecting the basic survival conditions of manufacturers.

Only by prioritizing the satisfaction of these types of needs can manufacturers proceed to fulfill higher-level demands for advanced autonomous driving.

If Apple Car’s project adjustments are indeed true, it represents a compromise with reality. However, it allows Apple to quickly introduce products to capture market share. After all, only by successfully achieving the goal of production from nothing to something can Apple have the opportunity to create a truly Apple-dominated battlefield.

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[News] Rumors of Apple Car Possibly Using Micro LED, Could Spark an Automotive Revolution if True

According to a report by TechNews, it’s widely known that Apple has been quietly working on a not-so-secretive project known as “Project Titan,” which is centered around the development of the Apple Car. As per Autoevolution, the Apple Car might become the first vehicle to feature a Micro LED display. At the same time, TrendForce’s latest research indicates that Micro LED displays are set to become widely adopted in the automotive industry during the latter half of this century.

However, the exact unveiling date of the Apple Car remains unconfirmed. The most recent speculation suggests that this electric vehicle model could be launched in 2025 or 2026.

Apple has long aimed to incorporate Micro LED technology into its products. Initially, it was thought that the Apple Watch would be the first Apple product to adopt a Micro LED display. However, due to supply chain adjustments, the transition of the Apple Watch from OLED to Micro LED might be delayed until 2026, while Apple initially planned to introduce Micro LED technology to its watches by 2025.

Although the timeline for Micro LED introduction in the Apple Watch has been pushed to 2026, that year might witness widespread Micro LED adoption across various Apple products, including headsets, smartphones, and automotive applications.

Once Micro LED technology finds its way into the Apple Car, it’s expected to trigger emulation within the automotive industry, leading to the widespread integration of Micro LED technology in future vehicle models. TrendForce suggests that car manufacturers in Europe, America, and Japan show considerable enthusiasm for adopting Micro LED.

But what benefits does Micro LED bring to automotive applications? It’s understood that Micro LED can reduce power consumption, enhance brightness, and offer reliability. Considering the significant performance improvements and the push toward electric vehicles, once Micro LED’s benefits are demonstrated in automotive contexts, car manufacturers are expected to embrace it on a large scale.

However, the exact launch date of the Apple Car remains uncertain. While there were earlier speculations of a possible 2025 release, insiders now suggest Apple has pushed the launch to 2026. Though Apple initially had ambitious goals for Project Titan, the first Apple Car might adopt a more traditional design than initially envisioned, including features like a steering wheel and pedals.

Rumors suggest Apple’s ultimate goal for the Apple Car is to transform the cabin into a living room-like environment, with the aim of removing the steering wheel and pedals to achieve full self-driving capabilities. However, the initial Apple Car might showcase limited autonomous driving features and share design similarities with existing Tesla models.

(Photo credit: AUO)

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