Scenario Analysis of Apple's Strategy to Enter the Car Industry

Project Titan the Potential Next Big Disrupter of Autonomous Driving, Ride Sharing, and Connected Vehicles via a Product- or a Service-focused Approach

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The autonomous, connected, electric, and shared mobility market is expected to transform mass transportation and the global automotive industry by 2030. Entry of Silicon Valley companies into the automotive industry has created a fertile ecosystem for developing cars of the future. As the infrastructure is in place, Apple could utilize this ecosystem to help establish its presence in the automotive industry.

Considering the recent hiring spree of auto experts and nearly $10 billion spent on research and development, Apple’s entry into the automotive space is expected. Apple could take a product- or a service-focused approach with Project Titan. The aim of this research is to study and analyze Apple’s automotive industry vision, corporate strategy, and investments in key areas including autonomous, electrified, and connected vehicles.

Research Scope:

  1. Look into current and future technology focus in Silicon Valley
  2. Understand Apple’s efforts to enter the automotive industry
  3. Predict possible products and/or service that Apple could offer based on recent talent and company acquisitions/partnerships 
  4. Highlight target markets along with sales and revenue numbers
  5. Understand the impact on Apple’s existing product and service mix if it enters the automotive industry

Key Questions this Study will Answer: 

  1. What is Apple trying to achieve by entering into the automotive space and how would it disrupt the automotive sector? 
  2. What are the possible outcomes of Project Titan? Will Apple come out with a new product or offer software services for automotive companies? 
  3. If Apple chooses to manufacture a product, what would it be? What are the expected sales and revenue values that Apple can expect by 2025?
  4. What possible services can Apple offer to the automotive industry by 2021? How can Apple leverage its iPhone customer base to gain popularity for its automotive services?
  5. What are Frost & Sullivan’s three main predictions with regards to Project Titan and what is the rationale behind these predictions?

Apple’s entry into the automotive industry will help it complete its ecosystem comprising devices-software, cloud storage, and home kit thereby offering seamless access to personal data both at home and on the move.  Ultimately, Apple is expected to have a prominent presence in the automotive space by 2021, either as an automotive manufacturer or as a service provider—possible scenarios for each are outlined in this research.

  • Scenario 1: Apple Car—Autonomous Electric (including car features, product strategy, revenue projections, manufacturing plans, retailing, retail locations, and challenges)
  • Scenario 2: Apple as Service/Connected Car/Autonomous Driving Solution Provider (including in-house talent (software); acquisitions, partnerships, investments; CarPlay+ offerings, features, adoption, revenue projections; “iBrain” hardware kit with projected revenue and challenges)

Table of Contents

1. Executive Summary
Executive Summary—Key Findings
Executive Summary—Apple as a Car Manufacturer
Executive Summary—Apple as a Service Provider
Executive Summary—Future Outlook
2. Research Scope and Methodology
Research Scope
Research Aims and Objectives
Research Background
Research Methodology
3. Segmentation
Vehicle Segmentation
4. An Introduction to Apple’s Automotive Footprint
Silicon Valley—Automotive Technology Evolution Snapshot
An Introduction to Apple’s Automotive Offerings—Current and Future
Apple’s Automotive Ambition—Rationale
Sales and Margin Figures
Apple Car—Possible Business Scenarios towards Auto Industry Debut
5. Scenario 1—The Apple Car: Autonomous Electric
Scenario 1
Apple Auto Industry Debut: A Timeline of Recent Activities
Mapping Project Titan with In-house Talent
The Apple Car: Product Concept
Apple Car: Features
Apple Car: Pricing Strategy
Apple Car: Revenue Projections
Apple Car: Automotive Manufacturing Plans
Future Potential Apple Car Retailing Scenarios
Apple Car: Retail Locations
Apple Car: Challenges
Summary of Apple’s Product Focus
6. Scenario 2—Apple as a Solution Provider
Scenario 2
Mapping Project Titan with In-house Talent (Software)
Recent Acquisitions, Partnerships, and Investments
Recent Automotive Software Related Patent Publication
Apple Automotive Software Focus—Beyond CarPlay
7. Scenario 2 (a)—Apple as a Connected Car Solution Provider
Scenario 2 (a)
CarPlay+: Advanced Connected Car Solution
CarPlay+: Offerings and Features
Adoption Rate of Apple CarPlay+
Projected Revenue from CarPlay+
8. Scenario 2 (b)—Apple as an Autonomous Driving Solution Provider
Scenario 2 (b)
Apple as an Autonomous Driving Solution Provider
Apple “iBrain” Kit: Some Wild Speculations
iBrain: Projected Revenue and Challenges
9. Scenario 2 (c)—Apple as a Shared Mobility Solution Provider
Scenario 2 (b)—Apple as a Shared Mobility Solution Provider
Scenario 2 (c)—Autonomous Vehicles for Shared Mobility
Scenario 2—Summary of Apple’s Service Focus
10. Research Takeaways
Research Takeaways
Impact of Apple on Auto Industry
The Last Word—3 Big Predictions
Legal Disclaimer
11. Appendix
Apple Auto Industry Debut: A Timeline of Recent Activities—Sources
Acronyms
Learn More—Next Steps
Market Engineering Methodology

Infographic



List of Figures & Charts

1. Apple Automotive Profile: Apple as a Solution Provider, Global, 2016–2030
2. Apple Automotive Profile: Future Outlook, Global, 2016–2030
3. Apple Automotive Profile: Vehicle Segmentation, Global, 2016
4. Apple Automotive Profile: Silicon Valley—Automotive Technology Evolution Snapshot, Global, 2000–2025
5. Apple Automotive Profile: An Introduction to Apple’s Automotive Offerings—Current and Future, Global, 1976–2025
6. Apple Automotive Profile: Apple’s Automotive Ambition—Rationale, Global, 2016–2030
7. Apple Automotive Profile: A Timeline of Recent Activities, Global, 2014–2016
8. Apple Automotive Profile: Mapping Project Titan with In-house Talent, Global, 2014–2016
9. Apple Automotive Profile: Apple Car Features, Global, 2016–2030
10. Apple Automotive Profile: Apple Car Pricing Strategy, Global, 2016–2030
11. Apple Automotive Profile: Future Potential Apple Car Retailing Scenarios, Global, 2016–2030
12. Apple Automotive Profile: Mapping Project Titan with In-house Talent (Software), Global, 2014–2016
13. Apple Automotive Profile: Recent Acquisitions, Partnerships, and Investments, Global, 2015–2016
14. Apple Automotive Profile: Recent Automotive Software Related Patent Publication, Global, 2014 to 2016
15. Apple Automotive Profile: Apple Automotive Software Focus, Global, 2016
16. Apple Automotive Profile: Adoption Rate of Apple CarPlay+, Global, 2016–2030
17. Apple Automotive Profile: Projected Revenue from CarPlay+, Global, 2016–2030
18. Apple Automotive Profile: Apple as an Autonomous Driving Solution Provider, Global, 2016–2030
19. Apple Automotive Profile: Apple “iBrain” Kit—Some Wild Speculations, Global, 2016–2030
20. Apple Automotive Profile: iBrain—Projected Revenue and Challenges, Global, 2016 to 2030
21. Apple Automotive Profile: Apple as a Shared Mobility Solution Provider, Global, 2016–2030
22. Apple Automotive Profile: Key Conclusions, Global, 2016–2030
23. Apple Automotive Profile: Impact of Apple on Auto Industry, Global, 2016–2030


1. Apple Automotive Profile: Apple as a Car Manufacturer, Global, 2016–2030
2. Apple Automotive Profile: Apple as a Solution Provider, Global, 2016–2030
3. Apple Automotive Profile: Apple’s Automotive Ambition—Rationale, Global, 2016–2030
4. Apple Automotive Profile: Sales and Margin Figures, Global, 2011–2015
5. Apple Products: Recurring Revenue Stream, Global, 2011–2015
6. Apple Automotive Profile: Possible Business Scenarios towards Auto Industry Debut, Global, 2016–2030
7. Apple Automotive Profile: The Apple Car—Product Concept, Global, 2016–2030
8. Project Titan—Vehicle Sales and Revenue Projection, Global,
9. 2021 to 2025
10. Apple Automotive Profile: Apple Car Automotive Manufacturing Plans, Global, 2016–2030
11. Apple Automotive Profile: Apple Car—Retail Locations, Global, 2016–2030
12. Apple Automotive Profile: “CarPlay+”—Offerings and Features, Global, 2016–2030
13. Apple Automotive Profile: “CarPlay+”—Advanced Connected Car Solution, Global, 2016–2030
14. CarPlay+ Adoption Rate, Global, 2021 to 2030
15. Apple Automotive Profile: Revenue Projection—CarPlay+, Global, 2021–2030
16. Apple Automotive Profile: “iBrain” Sales & Revenue Projections, Global, 2021–2030
17. Apple Automotive Profile: Autonomous Vehicle for Shared Mobility, Global, 2016–2030
18. Apple Automotive Profile: Summary of Apple’s Service Focus, Global, 2016–2030



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