The past few months have brought announcements from various automakers, most notably GM, that third-party infotainment platforms CarPlay and Android Auto will no longer be supported. The reason given is that these various automakers have decided to build their own in-car systems, which people at those companies feel are better than what Apple or Google can provide for drivers and passengers. This claim does not support the experience most (all?) drivers have had.
CarPlay and Android Auto support is also not complex or cumbersome from a technical perspective, which makes the choice not to offer it at all even more confusing. A new report might be telling on auto brands, though, noting the infotainment market is actually lucrative. While we take our in-car entertainment for granted, it’s worth quite a bit to those making the platforms and vehicles.
A $14 billion business
By 2030, the infotainment screen is estimated to be worth roughly $14 billion to automakers; it’s worth about $9 billion today. This projection depends on a few factors, primarily an increased willingness to pay for services. Currently, there’s deep resistance to add-on charges for features, especially when the average cost of a vehicle is at an all-time high. It’s also reliant on Gen Z and Millennial buyers, who have grown up with the as-a-service business model.
That $14 billion figure is the perceived average. The market could be as large as $18 billion by 2030, again, depending on a few factors. Regionality is one factor, as is packaging. Automakers can offer an all-in package of services and features, create several smaller packages (much like the packages you can choose when you purchase a new vehicle), or ask drivers to subscribe to services piecemeal, which may be the nuclear option.
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FUD about FoD
Remember when BMW was reportedly charging a monthly service fee for heated seats? Though not as linear as it seemed, the story does support why automakers are eager to build their own infotainment platforms. As with smartphone ecosystems, tying people into an in-car ecosystem also provides opportunities for added revenue.
Features on Demand, or FoD, allows automakers to charge extra for various features. Currently, many automakers are monetizing the “connected car,” which simply lets you do things like turn your vehicle on, lock it, and more via a smartphone app. Many new vehicles come with a trial of this feature. Automakers hope owners are so enamored with it that they will pay an annual or monthly fee for it when the trial period ends.
CarPlay and Android Auto don’t have access to vehicle settings or features, though. If the intent is to “hide everything behind the screen” as Tesla so famously does, automakers may view it as valuable to eliminate third-party platforms to reduce confusion for drivers. Of course, those automakers could also create an always-there, on-screen shortcut to settings, or simply listen to drivers who want hardware buttons for essential features.
Nissan
Final thoughts
This is potentially a dangerous game automakers are playing. iOS and Android are the only two smartphone platforms, and both Apple and Google have precedent for disallowing apps for “violating” their rules. Apple and Google are also not above quid pro quo to create a favorable environment for their services. It’s not far-fetched to see a future where support for CarPlay and Android Auto is a handshake agreement so an automaker’s app can exist on the App Store and Google Play. CarPlay is, after all, a deal-breaker for drivers.
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