The Apple Car: Destination unknown

27 Feb 2015 • sixcolors.com

It’s not a big jump to assume that hypothetical Apple executive would then look at the competition in that industry—a bunch of legacy car companies that are struggling to transform to this new reality, and Tesla—and think that there’s really an opportunity for Apple to do something.

The next step in this process isn’t hiring a thousand people and planning a release date. It’s probably setting up a team to investigate all the issues involved in entering this field. Is there something here? What are the issues with entering a new industry? What do we need to create ourselves and what do we buy from suppliers? Do we do this ourselves or with partners? Should we buy someone or invest in someone? Are we really building a car, or just subsystems for a car? And is this all a bad idea that we should forget ever happened?

Good questions. I’m sure Apple is well on the way to answering them. Let’s just hope they don’t start another “hobby”.