Ford CEO Expresses Reservations About Apple CarPlay Ultra

Jim Farley, the CEO of Ford, has voiced reservations regarding the future of Apple CarPlay Ultra, indicating that the company doesn’t intend to relinquish Ford’s driving experience to Apple. Farley noted that Ford prefers to maintain control over the user interface and overall driving experience for its customers. These statements arrive as the automotive industry moves toward deeper technological integration, with companies like Apple and Google seeking to extend their reach inside the vehicle. Farley believes that excessive reliance on third-party systems could diminish Ford’s brand value and reduce it to a mere hardware provider for major tech corporations. Ford emphasizes the importance of developing its own software and providing a unique experience for its customers, while retaining control over data and essential vehicle functions. This approach aims to differentiate Ford products in an increasingly competitive automotive market.