Why Major Automakers Are Backing Away from Apple CarPlay Ultra
By Hugo Mattson June 27, 2025
CarPlay Ultra is going further in integrating with in-car systems, reaching several vehicle screens.
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Some automakers are pushing away from Apple's system as they worry about losing control and data.
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A widening gap reflects differing priorities around software ecosystems vs. brand-led UX strategies.
Apple's CarPlay ambitions go beyond infotainment
Apple introduced CarPlay Ultra as a major upgrade to its in-car software, one that would reach well beyond the center infotainment screen. Unlike previous incarnations of CarPlay, this version would tap into the vehicle's fundamental systems—showing information such as speed, climate control, and battery life directly on digital instrument gauges and other interior displays.
The presentation laid heavy stress on a unified Apple UI for all screens, which is designed to provide one cohesive user experience that captures the Apple environment, right from layout and typography to navigation and settings.
Early Industry Support Provided the System with Initial Momentum
Upon release, CarPlay Ultra had seemingly mainstream support from some of the world's major auto brands. Mercedes-Benz, Audi, Polestar, Volvo, and Renault were among the names touted publicly with the platform. All of these players were showcased in Apple's original release images and developer documentation, indicating traction and possible takeup.
Apple also indicated that Aston Martin and Porsche would be the initial brands to launch vehicles with CarPlay Ultra on board, making these companies the first to adopt sophisticated software experiences.
Key Concerns: Identity, Data, and Ecosystem Control
But over the last several months, a series of these same manufacturers took a step back or clarified their stance, indicating that no production-level commitment was ever planned. The main concerns focus on three main areas:
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Brand identity: By giving control to CarPlay Ultra for the entire interface, the automakers would be surrendering visual and functional authority over the driver's experience. Features that had traditionally expressed a brand's singular philosophy—instrument clusters, vehicle settings, and screen layouts—would now be dictated by Apple's design idiom.
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Data sovereignty: Carmakers are increasingly basing their products and services on user data. An intermediary system could water down access to precious behavioral and vehicle performance data.
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Platform independence: As more carmakers are building their own software stacks—usually with Android Automotive or proprietary systems—adhering to Apple's ecosystem may constrain their adaptability and long-term strategic freedom.
Divergent Strategies Between High-End and Mass Brands
Aston Martin, among the dwindling number of manufacturers continuing to advance CarPlay Ultra, is a brand that has limited in-house expertise on software development. In their case, Apple's system provides an end-to-end, refined solution without the necessity to commit heavily to proprietary UX.
Conversely, Audi and Mercedes-Benz have focused their own platform engineering. Audi, for example, is growing its collaboration with Google and building its in-car systems on Android Automotive. These brands see UI/UX as an intrinsic aspect of brand voice and therefore prefer not to have a system-wide takeover by Apple.
Why Automakers Are Rethinking the Full-Screen Takeover
CarPlay Ultra's promise of extensive integration is also its biggest stumbling block. By taking on instrument clusters and secondary screens, Apple enters areas previously the domain of brand-defining features. This encompasses how driving modes are graphically represented, how vehicle settings are brought up, and how feedback is communicated to the driver.
These spaces are not merely functional—they are experiential. Car makers have spent years honing their digital clusters to convey performance, personality, and prestige. Giving up this space to a third party undermines the intent of that work.
A Disconnect Between Consumer Expectations and OEM Strategy
Apple insists that 79% of American car shoppers would not buy a vehicle lacking CarPlay. This measure highlights the value of smartphone integration but doesn't automatically equate to tolerance for Apple's extended role.
Most customers probably perceive CarPlay as an extension of the familiar phone, rather than a dashboard-wide operating system. The nuance between native CarPlay and CarPlay Ultra is important, and many customers might not yet be clued in on the scope of Apple's ambitions inside the cabin.
This misalignment may build tension at the showroom level, particularly if customers assume Apple-level interfaces and are met with brand-native implementations.
Apple's Future with CarPlay Ultra Is Clouded
As some auto makers now publicly disengage and others are silent, the ultimate success of CarPlay Ultra hinges on Apple's capacity to shift its strategy. Focusing on manufacturers with less software aspiration may enable the system to find favor with lower-volume or niche luxury makers.
Meanwhile, Apple is challenged by rising competition from Google, which is promoting Android Automotive as an open, scalable platform enabling OEMs to maintain brand control while adding popular services such as Google Maps and Assistant.
The Power Struggle Behind the Dashboard Interface
It mirrors a larger battle for control of the in-car digital life: the car maker or the technology provider. CarPlay Ultra finds itself in the middle of that fight. It begs questions about control, user experience, and the role of third-party platforms in the car.
Automakers have already made it clear that they'd like to maintain the brand experience through all touchpoints, including software. Whether Apple will share any level of control or find new partners who will take on the system on Apple's terms is uncertain.