Apple wants to use Siri voice recognition to run in-car infotainment functions (Photo: Apple)
Apple's recently announced automotive platform comes too late to make a major impact, a Frost & Sullivan analyst said in a press release. As a result, the software is likely to be used mostly by niche car brands, he said.
"The announcement from Apple will not pose a big threat for the traditional automotive infotainment ecosystem," said Krishna Jayaraman, an infotainment and telematics specialist at Frost, a market research company.
In June of this year, Apple unveiled an automotive version of its iOS mobile operating system, pitching its Siri voice recognition asÂ the ideal interface to manage several in-car functions.Â “Siri is getting a lot smarter,” said Eddy Cue, Apple’s senior vice president of software and services. ”Siri is also a big part of iOS in the car.”
In an address to Apple’s Worldwide Developers Conference in San Francisco, Cue said 95 pc of cars sold today already have the ability to play back music and control some functions using an iOS device. “But we want to take integration to a whole other level,” Cue said.
The Apple executive saidÂ several car brands including, Mercedes, Peugeot, Volvo, Jaguar and Honda are planning to introduce iOS integration in 2014.
Frost's Jayaraman predicted there is an automotive market for Apple, but it will be relatively small. Because most major automakers have already invested heavily in other automotive connectivity systems, Apple's iOS in the car "will be ideal for a few niche OEMS which can benefit greatly from a ready-made solution such as this," he said.
In 2012, Apple announced the "EyesFree" partnership with several major automakers. The technology lets car brands incorporate Siri into their cars.