Apple’s journey with the expansion of AI and smart wearables has been a little uncertain, but there’s one unexpected segment where the company is pushing beyond its competitors—the automotive industry. While Apple CarPlay has been around for years, seemingly flourishing if its data is to be trusted, the CarPlay Ultra rollout has not progressed nearly as smoothly. Recent reports suggest that automakers are resisting Apple’s dashboard takeover attempts more vociferously.
Apple’s next-generation CarPlay software goes beyond simple music and maps integrations through the digital screen, and extends to other embedded vehicle features like the speedometers, fuel gauge, temperature gauge, and other areas where carmakers typically maintain full control. This overreach is being vetoed by companies like General Motors, Volvo, and Audi. The pushback against CarPlay Ultra hasn’t been entirely unanimous. Aston Martin has already adopted its capabilities, and others like Porsche and Hyundai are reportedly planning to do so as well. There are strong opinions regarding CarPlay Ultra floating around right now.
Apple CarPlay Ultra Rollout Faced with Resistance from Automakers
On May 15, 2025, Apple announced that CarPlay Ultra, the next generation of CarPlay, will now be available with the latest orders of Aston Martin’s vehicle deliveries in the US and Canada, and the software update will be available for existing models with the brand’s next-generation infotainment system. This is a huge step forward for Apple’s in-car integrations, stepping up what was previously possible with its technology to offer its customers a more customizable, iPhone-matched experience.
If it’s such an advanced system, then why are car makers resisting CarPlay Ultra? It’s important to first understand what the service is before we dive into the resistance to it.
What is Apple CarPlay Ultra?
With the CarPlay Ultra rollout, Apple is reaching beyond the integration in a car’s digital display to extend to all of the driver’s screens, bringing “real-time content and gauges in the instrument cluster, while reflecting the automaker’s look and feel.” The CarPlay Ultra integration brings a more comprehensive immersion of the iPhone into a car’s operations, giving drivers more control over their dashboard via their smartphones.
With Apple’s next-generation CarPlay, car owners can decide what information they want displayed on their dash, from the maps to the internal information from the car, such as the tire pressure, all within the instrument cluster. More and more premium vehicles are shifting to digital displays and away from traditional analogue systems, giving Apple more room to showcase its capabilities in this space.
CarPlay Ultra Adds a Layer of Customizability for Automakers and Car Owners
Automakers showcase their design language and aesthetic in every single element of their vehicles, and the dashboard and instrument gauges are no different. If Apple’s CarPlay Ultra homogenized these elements, it would eliminate one aspect of the car’s distinctive style. To ensure automakers can’t use this excuse to reject its software, Apple states that it plans to work with each automaker’s design team to help them set a distinct design philosophy for the dash.
Once customers buy a car, they can also use their phones to alter some elements of the display, such as the colors and wallpapers. This adds a layer of individuality to the internal aesthetics of the car.
Aston Martin appears to be quite happy to be the first to adopt this technology. “Building on our in-house state-of-the-art infotainment system, CarPlay Ultra will provide additional functionality and personalization opportunities, which place Aston Martin at the forefront of infotainment in the sector,” Adrian Hallmark, Aston Martin’s CEO, said in the CarPlay Ultra release announcement.
Apple CarPlay Adoption Hurdles: Big Names Back Out
Aston Martin may be the first to support the Apple CarPlay Ultra rollout, but it isn’t the only one. Reports suggest that companies like Porsche, Hyundai, Kia, and Genesis are planning to adopt the advanced systems soon. According to The Verge, Ford, Nissan, Infiniti, and Jaguar-Land Rover are still undecided on the matter and contemplating the adoption of the service for their vehicles.
Unfortunately for Apple, according to the Financial Times, companies like Mercedes-Benz, Audi, Volvo, Polestar, and Renault, which had previously planned to adopt CarPlay Ultra, have now backed out from the decision to do so. Many of these names have support for the original CarPlay services, but the extensive control Apple is attempting to take away from carmakers is now leaving them doubtful about its usefulness.
Businesses like Mercedes-Benz and Audi have made upgrades to their own internal systems and appear to want to promote those instead of a third-party outsider. Additionally, it appears that General Motors is actively resisting any attempts to force CarPlay onto its vehicles. The company has stood steadfast against the previous generation of the service as well, so it’s no surprise that the organization isn’t ready to give Apple’s next-generation CarPlay a shot.
Why Are Automakers Resisting Apple’s Dashboard Takeover?
The primary resistance to the Apple CarPlay Ultra and its adoption is due to the extent to which carmakers would have to hand over control to Apple. While CarPlay was originally more humble in its presence, this new version would make it central to the experience of driving the car. Over time, this could make businesses overly reliant on Apple, with no avenue to back out of the deal after car owners grew too comfortable with what Apple had to offer.
The dashboard is another area for carmakers to sell their own brand and capability, and ceding control over to Apple entirely could hurt the business in the long run. Over the years, customers have loved the integration of CarPlay, even going so far as to use it as one of their criteria while buying a new car.
Integrating CarPlay Ultra could be advantageous, but it could also devalue their own work on the car and its systems. There’s also the matter of individuality and homogeneity with other cars using CarPlay Ultra for their digital displays. It is unfortunate to see traditional car dials and systems go out of style in favor of the unpleasant all-digital setup. Digital displays might introduce a sleeker appearance, but in almost every scenario, it is always preferable to have physical keys and indicators.
The singular dominance of a system or product in any industry is never healthy, and employing Apple CarPlay Ultra as the primary system in every car does not bode well for the industry. As disappointed as some might be to see their favorite brands hold off from investing in Apple’s latest system, resistance to duplication and boring sameness is ultimately good for everyone.
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