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Rumor has it that Apple (AAPL-US) will make Apple Car for a long time. According to Reuters, Apple is rumored to launch an autonomous electric car starting in 2024, proving that Tesla’s (TSLA-US) biggest challenge will not be a car company after all. But the same apple in California. Bloomberg columnist Tim Culpan noted that if the rumors are true, Apple could show Tesla how to achieve production and delivery reliability.
Apple Car has been rumored for a long time, but it seems that it has not been able to focus on development. You have layoffs and adjusted your address. However, reports from Reuters have rekindled this hope, and the ambitious schedule has surprised Apple fans.
Gao Canming pointed out that, carefully analyzing the latest news, it seems that there are more and more clues to show this rumor is based: Apple’s autonomous car department changed from hardware engineer to director of artificial intelligence to take over, and Hon Hai Main Foundry (2330-TW) established an alliance of electric cars. More and more rumors about the supply chain are related to the next Apple Car.
Bloomberg reported earlier this month that Apple’s head of artificial intelligence John Giannandrea took over the autonomous car department and replaced Bob Mansfield, the hardware engineer who was in charge of the department, showing that Apple believes that software and systems are the key to the autonomous car department.
Most people ignored the news of Hon Hai’s entry into the automotive field. Hon Hai is not only an iPhone assembly plant, but also supplies many components in mobile phones. The company announced related plans in January and announced the MIH Electric Vehicle Open Platform Alliance in October. It is scheduled to begin shipping the first “EV Kit” electric vehicle development tool in April next year. “Let the developers create products for this chassis and electronics.
Although it is currently unclear whether Hon Hai will make cars for Apple, Gao Canming believes this highlights a key: car brands and production can and must be separated. However, Tesla CEO Musk has always been against this issue.
Gao Canming said Musk may have underestimated the complex and close relationship established between Apple and suppliers in the supply chain. He once said in 2015 that compared to smartphones or smartwatches, cars are extremely complex and cannot be produced by manufacturers like Hon Hai.
But Apple CEO Cook not only faxed the order to Shenzhen, waiting for Hon Hai’s team to assemble and ship the parts; in fact, today’s iPhone was designed five years ago and production began two years ago. Smartphones are small in size, small tolerances, and large throughput, making production difficult.
Gao Canming said that at least in terms of delivering high-quality products on time, Apple is indeed better than Tesla; The problem that really hampers Tesla’s continued market value growth is not the electric car, but production capacity.
Musk recently said that the demand problem Tesla faces this season is bigger than the production problem. This comment may not be construed as a boast, but it means that it admits one thing: Tesla may be better than design, but production capacity cannot keep up.
Twenty years ago, Jaberstein admitted that Apple’s strength was not in Mac production, but in design and marketing. Dell, HP, Sony, and many manufacturers in the tech industry agreed on this point. Compared to computers, car production is more complicated and difficult to outsource, but even an international automaker like BMW still hands over production to Austrian automaker Magna Steyr.
Gao Canming believes that if Musk continues to insist that branding and production cannot be separated, he may one day be overtaken by other innovations in the auto industry.
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