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Reports that Apple will launch an autonomous electric vehicle ‘Apple Car’ in partnership with Hyundai Motor Company came out at 8:30 am on the 8th, prior to the start of the KOSPI market.
After the publication of this report, Hyundai Motor Company and Hyundai Mobis Kospi stock prices skyrocketed. As of 12 p.m. on the 8th, Hyundai Motor Company is trading at 249,000 won, an increase of 20.63% from the previous day, and Hyundai Mobis is trading at 375,000 won, an increase of 23.15%. It can be interpreted as a reflection of the expectations of cooperation with Apple.
The market reaction is hot, but there is a response that you need to be careful.
First, Hyundai Motor Company took an official position on the report, saying: “The consultation with Apple is ongoing, but it is still in its early stages. Reports say that only the home of Hyundai Motor Group President Eui remains. -sun Eui-sun, but it is interpreted that the detailed negotiation stage has not yet been reached.
Apple preferred the cooperation of BMW to Hyundai
Apple and Hyundai Motor Company teamed up to install CarPlay (Apple Vehicle Infotainment System), which will be included in the Hyundai Sonata North American model in 2015. At that time, the Sonata became the world’s first popular sedan to be equipped with Apple. CarPlay, attracting the attention of the automotive industry and the global industry.
It’s about the relationship between Apple and Hyundai Motor Company. Since then, there have been few cases where the two companies cooperated with each other on electrical parts or electric vehicle technology. In the case of Hyundai Motor Company, there have only been cases of cooperation with LG Electronics to strengthen its own navigation system, and with Kakao and Amazon to strengthen the artificial intelligence voice recognition system.
Rather, Apple has partnered with BMW rather than Hyundai.
The timing of the cooperation between BMW and Apple began in 2015. At that time, BMW was passionate about promoting its own Apple Watch application via social media such as Twitter. The purpose is to emphasize that you can use the Apple Watch to check the remaining mileage of an electric vehicle or control the door remotely.
Around the same time, Apple CEO Tim Cook drew attention. In an interview with Britain’s ‘The Telegraph’ in February 2015, he predicted that “the Apple Watch can replace a clunky remote control or a car key.” Although BMW was not mentioned here, the possibility of further cooperation between the two companies was raised.
At one point, Apple had a working-level negotiation with BMW to make an Apple car in 2016, but there was a disagreement over the direction of production. According to a February 2016 report from the German business daily Handelsblatt, Apple wanted a vehicle that would merge with the iCloud service, but Daimler and BMW wanted to build a vehicle based on their own customer forecast data. It’s known that. In addition, there were disagreements between the three companies in the negotiations on ‘who will lead the project’.
However, Apple continued its relationship with BMW. The two companies introduced a ‘digital key’ with a smart key function on an iPhone machine in a keynote address at Apple’s Worldwide Developers Conference (WWDC) held online in June last year.
Until now, digital keys were considered exclusively for Android phones, but Apple, which has had a partnership with BMW for more than five years, introduced a technology that allows the vehicle door to be opened with just the possession of an iPhone.
Apple and BMW also announced that they will add an optimal route navigation function for electric vehicles using Apple Maps to the i4 pure electric vehicle sold this year.
Apple’s car negotiation project is still in its infancy
According to the industry, Apple is working on a project to make Apple cars not only with Hyundai Motors, but also with global companies. But so far, few have specifically responded to Apple’s proposal. At present, BMW is more advantageous than Hyundai, but BMW has not even given an official answer to this.
If Apple makes an Apple car, several tasks remain, such as site selection or commissioned production for the vehicle’s production. A broadcast outlet reported that the Apple car, which the Hyundai Motor Company and Apple cooperated with, is expected to launch in 2027, but the launch point mentioned here appears to cite content from foreign media reports, not the official position of Manzana.
First, the Hyundai Motor Company is expected to establish a strong partnership between Boston Dynamics, an American robotics company, and Aptiv, an autonomous driving company. In cooperation with Boston Dynamics, the company plans to enter the portable robot market and continue to test autonomous vehicles using ‘Emotional’, a joint venture with Aptiv.
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The American automotive medium ‘Car & Driver’ recently launched a questionnaire on the topic “Do you believe in the existence of Apple Cars?”, After the news of the recent development of the Apple car was delivered through various reports.
As a result of the survey, 66% of respondents said they can only trust the vehicle by seeing it in person. 34% said they believed in the Apple Car but did not know why it was not released. It is an analysis that the public can trust only if there is a direct mention of Apple in vehicle development.
