& cplSiteName &

Apple CarPlay Puts Siri in the Driver's Seat

Sarah Thomas
3/3/2014
50%
50%

Apple is staking its claim in the connected vehicle market with CarPlay, an operating system update for iPhone users designed to enable better in-car interaction -- with help from Siri, too.

Apple Inc. (Nasdaq: AAPL) announced CarPlay, its rebranded "iOS in the Car" platform, at the Geneva auto show Monday, along with an impressive line up of partners. Ferrari, Mercedes-Benz, and Volvo are showing off CarPlay in their vehicles this week, but the iPhone maker has also brokered commitments from a slew of carmakers, including BMW Group, Ford, General Motors, Honda, Hyundai Motor Company, Jaguar Land Rover, Kia Motors, Mitsubishi Motors, Nissan Motor Company, PSA Peugeot Citroën, Subaru, Suzuki, and Toyota Motor Corp.

CarPlay integrates an iPhone with a car's native communications interface and enables drivers to make calls, access maps, listen to music, or see messages from the dashboard, all hands-free via a Siri-powered push-and-hold voice control button on the steering wheel.

CarPlay comes in the form of an update to iOS 7 and will be available in select cars this year. It will only work with the iPhone 5s, iPhone 5c, and iPhone 5 at launch.

MWC: The Car Show?
Connected car demos, from new Corvettes to old school buses, were among the most popular at Mobile World Congress -- and not just in the GSMA's Connected City pavilion.
Connected car demos, from new Corvettes to old school buses, were among the most popular at Mobile World Congress -- and not just in the GSMA's Connected City pavilion.

Why this matters
If this year's Mobile World Congress taught us anything, it's that connected cars are the hottest segment in machine-to-machine (M2M) telemetry and carmakers are the most sought-after partners for the communications market's players. There wasn't a hall that didn't feature at least one connected vehicle, and it was one topic all the mobile execs were eager to talk about. (See GSMA Unveils Connected City Details.)

That's because the wireless operators are vying to provide LTE connectivity to cars, and many would certainly like to partner with Apple on the experience. CarPlay works over the phone's cellular connection, but that could end up being a less than stellar experience in motion. However, Bluetooth and WiFi are among the other technologies competing with cellular to be the access network of choice.

The connected car space has a lot of issues still to be worked out, such as how to make money on in-car services and achieve the balance between value-added services and distracted driving, but Apple's commitment to the connected car will likely make the space even more attractive for its iPhone operator partners. (See Finding the Value in Transportation Telematics.)

Related posts

— Sarah Reedy, Senior Editor, Light Reading

(27)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
Page 1 / 3   >   >>
pcharles09
50%
50%
pcharles09,
User Rank: Light Beer
3/18/2014 | 7:57:40 PM
Re: iOS 7.1
I wouldn't be surprised. It seems like a mutually beneficial agreement. More for Nuance since they'd be getting a nice fat check behind the scenes while Apple provides them with the biggest beta program ever, at least for the RTM codebase.
Mitch Wagner
50%
50%
Mitch Wagner,
User Rank: Lightning
3/18/2014 | 6:45:28 PM
Re: iOS 7.1
It is widely believed that Apple uses Nuance technology. I don't know that it has ever been confirmed.
SachinEE
50%
50%
SachinEE,
User Rank: Light Sabre
3/6/2014 | 1:12:18 PM
Re : Apple CarPlay Puts Siri in the Driver's Seat
@ brookseven, that's a great lesson for new learners. My father taught something exactly like this when I used to drive with him. He said that always consider that everyone else on the road doesn't know how to drive at all and you are on a mission to save yourself. So try to save you by doing everything right and being ever vigilant of others on the road.
SachinEE
50%
50%
SachinEE,
User Rank: Light Sabre
3/6/2014 | 1:11:38 PM
Re : Apple CarPlay Puts Siri in the Driver's Seat
@ Phil_Britt, handsfree is certainly not the answer. Few people do the calling while driving with phone in their hand to the ear. Most of the people already use handsfree for calling during driving. Problem is not with engaging with the phone, but with the distraction that talking to someone causes. Amount of distraction will definitely increase as keep adding such features to cars, but there are already many distractions that this might not create the buzz as many people are expecting.
mhhf1ve
50%
50%
mhhf1ve,
User Rank: Light Sabre
3/5/2014 | 4:23:19 PM
Re: iOS 7.1
I thought Siri was powered by Nuance technology (I might be wrong about that now), so Apple might not have entire control over how its voice recognition capabilities work. It's a bit strange for Apple to outsource a function like that, but voice recognition isn't that easy to do. (Google created its own voice recognition algorithms and jumpstarted its own database of voice samples by providing 1-800-GOOG-411 a few years ago.) 

Voice recognition is hard to do -- especially if you want it to handle general commands, and not a limited scope of operations like "turn up/down the volume" or "what's the weather/traffic like?" -- Apple is pretty good about limiting the functionality of its devices to improve the user experience, so I'd be surprised if they fell into the trap of expanding Siri's abilities at the risk of making the UI less user friendly.
Susan Fourtané
50%
50%
Susan Fourtané,
User Rank: Blogger
3/5/2014 | 12:38:32 AM
Re: relax, it's just software
Ariella, 

Good idea! :D But maybe having only one talking. 

-Susan
Susan Fourtané
50%
50%
Susan Fourtané,
User Rank: Blogger
3/5/2014 | 12:32:26 AM
Re: relax, it's just software
futurephil, 

You just wait. Soon Siri is going to be integrated to everything in your life. 

-Susan
Mitch Wagner
50%
50%
Mitch Wagner,
User Rank: Lightning
3/4/2014 | 11:45:46 PM
iOS 7.1
So now the car is a phone accessory, like a bluetooth headset or a case.

iOS 7 is reportedly due "any day now."

I wonder whether the Google Maps app will work with the car OS?

Apple needs to broaden Siri so that you can do anything with Siri that you can do by touching the screen or typing. The voice recognition is the hard part, and Apple already does a pretty good job with that. 
mhhf1ve
50%
50%
mhhf1ve,
User Rank: Light Sabre
3/4/2014 | 7:15:35 PM
Will this spur Google to encourage more Android-based car dashboards?
Apple presumably is a "high-touch" partner to work with for an automaker. That's good if Apple lends its design expertise to make Carplay a user-friendly experience, but not so good if Apple also insists on automakers creating specific hardware and following strict design guidelines that don't allow automakers to create distinctive/unique dashboards.

Android-based "car radios" have already hit the market, but will Google try harder to get Android-based systems installed as OEM devices?  Do you want your Chevy giving you directions and then displaying an ad on your dashboard?

Google's Android platform hasn't held device makers to too many strict guidelines for their hardware, so in that sense, Android might be a more attractive option for automakers who want more control over the look and feel of their interiors. Android could also be a less expensive alternative to iOS..?
Ariella
50%
50%
Ariella,
User Rank: Light Sabre
3/4/2014 | 10:49:13 AM
Re: is the industry prepared for the inevitable backlash?
@brookseven too true! That's the thing: even if you're doing everything right, you can rely on others to yield the right of way as expected or even to come to a full stop at a stop sign. And then there are those who regard even red lights as mere suggestions, the same way they regard speed limits.
Page 1 / 3   >   >>
From The Founder
Download our complete guide to de-risking NFV deployment in 2016, including:
  • An eight-step strategy to deploying NFV safely, based on input from the companies that have already started virtualizing their production networks.
  • Interviews with leading executives at Colt, AT&T, Deutsche Telekom, Cisco, Nokia, ZTE, Ericsson and Heavy Reading.
  • Flash Poll
    Live Streaming Video
    Prepping for the Future: Upskill U Explained
    During this short kick-off video, Doug Webster, Vice President of Service Provider Marketing, Cisco, and Light Reading’s CEO & Founder Steve Saunders give an overview of Upskill U.
    LRTV Interviews
    AT&T Expert on the Key Pillars of UC

    4|29|16   |   03:58   |   (0) comments


    Vishy Gopalakrishnan, AVP of product marketing at AT&T, talks about the three developments that are making unified communications and collaboration secure and reliable for enterprise users.
    LRTV Documentaries
    LRTV Report: Mobile Core Innovation

    4|28|16   |   25:32   |   (0) comments


    Hear from multiple industry experts from Deutsche Telekom, SK Telecom, Heavy Reading, Huawei, Cisco, Ericsson, Nokia, NEC and many more about developments in the mobile core as operators virtualize their IMS and evolved packet core systems and prepare for a 5G world.
    LRTV Huawei Video Resource Center
    NFV World Congress Highlight

    4|26|16   |     |   (0) comments


    The highlight of the NFV World Congress contains exciting telecom news. Join us for an inside look at Huawei's ICT 2020 plan and its latest collaboration with industry leaders.
    LRTV Interviews
    Unified Comms Finds Its Voice

    4|25|16   |   03:44   |   (0) comments


    Peter Quinlan, VP of UCC Product Management at Tata Communications, talks about the evolution of the unified communications and collaboration services sector and how voice is now a big part of current developments.
    LRTV Documentaries
    So... What Do We Do Now?

    4|25|16   |   03:24   |   (0) comments


    After a long hiatus, Max Dingman, the CEO of a GeeGhiz, returns for a motivational board room pep talk.
    LRTV Documentaries
    NAB 2016 Highlights

    4|21|16   |     |   (0) comments


    Light Reading's Cable/Video Practice Leader Alan Breznick climbs down from the slots to tell us about the latest news in broadcast technology at NAB 2016 in Las Vegas.
    Between the CEOs
    CEO Chat: Deepfield's Craig Labovitz

    4|21|16   |     |   (0) comments


    In this latest installment of the CEO Chat series, Craig Labovitz, co-founder and CEO of Deepfield, sits down with Light Reading's Steve Saunders in Light Reading's New York City office to discuss how Deepfield fits in with the big data trend and more.
    Shades of Ray
    Leading Lights 2016: Shortlists Announced

    4|20|16   |   0:53   |   (0) comments


    The judging is over and the Leading Lights 2016 shortlists have been published -- you can see who made the cut by clicking on this link.
    LRTV Custom TV
    Introducing MulteFire – Qualcomm at MWC 2016

    4|18|16   |   3.29   |   (0) comments


    MulteFire is the latest option for using LTE in unlicensed spectrum. As oppose to its close 'siblings', LAA and LTE-U, MulteFire operates solely in unlicensed spectrum, which enables it to offer the best of two worlds – LTE-like performance with WiFi-like deployment simplicity. In this interview, Sanjeev Athalye, Sr. Director, Product Management at Qualcomm ...
    Between the CEOs
    CEO Chat: Grant Van Rooyen of Cologix

    4|18|16   |     |   (0) comments


    Grant van Rooyen, president and CEO of Cologix, sits down with Steve Saunders, founder and CEO of Light Reading, in the vendor's New Jersey facility to offer an inside look at the company's success story and discuss the importance of security in the telecom industry.
    LRTV Huawei Video Resource Center
    ONS 2016 – Demonstration of Huawei's NetMatrix Multi-Vendor SDN Orchestrator

    4|15|16   |     |   (0) comments


    This demonstration shows how Huawei's NetMatrix SDN Orchestrator (SDN-O) addresses an operator's core service agility needs for services spanning multi-domain, multivendor networks: it includes a demonstration of:
    - Rapid New Service Design: using YANG to model a complex example of multi-domain, multivendor L3VPN network connectivity service that ...
    LRTV Custom TV
    AT&T Wants to Own North Carolina

    4|15|16   |     |   (1) comment


    Venessa Harrison, president of North Carolina for AT&T, tells how the company will expand its GigaPower service beyond the seven N.C. cities it already serves.

  • This blog, sponsored by AT&T, is the second part of a ten-part series examining next-generation broadband technologies titled "Behind the Speeds."
  • Upcoming Live Events
    May 23, 2016, Austin, TX
    May 23, 2016, Austin Convention Center
    May 24-25, 2016, Austin Convention Center, Austin, TX
    September 13-14, 2016, The Curtis Hotel, Denver, CO
    December 6-8, 2016,
    June 16-18, 2017, Austin Convention Center, Austin, TX
    All Upcoming Live Events
    Infographics
    A new survey conducted by Heavy Reading and TM Forum shows that CSPs around the world see the move to digital operations as a necessary part of their overall virtualization strategies.
    Hot Topics
    Ultra-Broadband Summit, Hong Kong
    Iain Morris, News Editor, 4/27/2016
    WiCipedia: Woman Cards & Bitch Switches
    Sarah Thomas, Director, Women in Comms, 4/29/2016
    FCC Poised to Re-Regulate Wholesale Access
    Carol Wilson, Editor-at-large, 4/28/2016
    Amazon AWS Reports $2.6B Quarterly Revenue, Up a Colossal 64%
    Mitch Wagner, West Coast Bureau Chief, Light Reading, 4/28/2016
    Mitel Asks: What Time of Day Do You Shower?
    Mitch Wagner, West Coast Bureau Chief, Light Reading, 4/25/2016
    Like Us on Facebook
    Twitter Feed
    BETWEEN THE CEOs - Executive Interviews
    In this latest installment of the CEO Chat series, Craig Labovitz, co-founder and CEO of Deepfield, sits down with Light Reading's Steve Saunders in Light Reading's New York City office to discuss how Deepfield fits in with the big data trend and more.
    Grant van Rooyen, president and CEO of Cologix, sits down with Steve Saunders, founder and CEO of Light Reading, in the vendor's New Jersey facility to offer an inside look at the company's success story and discuss the importance of security in the telecom industry.
    Animals with Phones
    Live Digital Audio

    Of all the tech companies in the Valley, Intel has made the most aggressive commitment to building a diverse and inclusive workplace culture. It's doing so by taking concrete, measurable steps, making a large financial investment and through a commitment to complete transparency about its progress. In this radio show, WiC Director Sarah Thomas will be joined by Shlomit Weiss, Intel's Vice President, Data Center Group, and General Manager of Networking Engineering, who will share with us why Intel is tackling this huge challenge, how and to what effect. She will also discuss her unique experiences leading development of Client SOC development in the past and today leading development of all of the chipmaker's silicon hardware for networking IPs and discrete devices and managing a team of 600 engineers across Israel, Europe and the US.