GM, Ford, Mazda sign on to integrate iPod features into their 2007 cars.

August 3, 2006

Apple Computer said Thursday that it will work with General Motors, Ford Motor, and Mazda to make it easier for customers to listen to and control their iPods via their car stereo systems.

Car manufacturers such as BMW, Mercedes-Benz, and Volvo had already signed on build iPod capabilities into their cars. Including this deal, more than 70 percent of U.S. 2007 automobile models will offer iPod integration, said Greg Joswiak, Apple’s vice president of worldwide iPod product marketing.

“We’re delighted that Ford, General Motors, and Mazda will support iPod connectivity in nearly all of their new models,” he said in a statement.

The systems will store iPods in their glove compartments, while simultaneously charging them and playing music through the car stereos. Drivers will be able to select music by artist, album, or playlist, choose the random “shuffle” feature, or skip tracks and playlists by using regular stereo controls, according to Apple.

‘The question is whether even Apple’s interface is standardized enough to work in a couple of years from now, and that’s something I wouldn’t bet on.’

-Thilo Koslowski,

Gartner

Thilo Koslowski, a vice president and lead automotive analyst at Gartner, said the news is good for Apple but could indicate that automakers have too narrow a strategy for integrating consumer electronics in vehicles.

“It’s good for Apple to have more vehicle manufacturers agreeing to provide the technology to integrate iPods in the vehicle,” he said. “It’s better for Apple and better for its customers, and those exclusive agreements lock users in, making it less likely that they will switch to other devices. But it’s a highly customized solution that falls short of what I think automakers should be providing, which is a standardized solution for many devices.”

The experience of using the iPod in cars also falls short of expectations, Mr. Koslowski said.

“Compared to using the car radio, the iPod has a bigger screen with all the information of it, and even the control mechanism is different,” he said. “The click wheel is one of the reasons so many people love the iPod. But if you end up using the radio controls to control the iPod it’s a different experience; it’s cumbersome. Frankly, I think some customers may be disappointed that it may not provide the same experience that they’re used to.”

Mr. Koslowski said automakers need to improve the way iPods are used in cars before legislators become concerned about distraction and safety issues and get involved.

“I applaud Apple for the work they’ve done striking deals in this area, but it’s up to vehicle manufacturers to make sure the iPod customers get the same experience in the car, and to solve the distraction issue,” he said. “Maybe a voice-based interface, for example.”

Compatibility, Anyone?

The iPod is obviously popular, and automakers want to sign on with a proven winner and associate the Apple name with their brands, he said. But that approach leaves out the users of all the other MP3 players out there, as well as of all the non-Apple players coming out in the next few years, Mr. Koslowski said.

“Automakers need to do a better job of figuring out how the car will interact with other devices in the future—including cell phones, which could become main MP3 players in the future,” he said. “What if Microsoft’s new MP3 player is tremendously successful?”

Another possible concern, even if iPods remain popular, the interfaces could change in a car’s lifetime because customers replace electronic devices far more often than they replace cars. If new iPods began featuring Bluetooth, for instance, the integration systems automakers are currently installing could become as obsolete as car phones.

“The question is whether even Apple’s interface is standardized enough to work in a couple of years from now, and that’s something I wouldn’t bet on,” Mr. Koslowski said. “Automakers need to look more broadly, to start talking to a whole group of consumer electronics providers and to come up with standards.”