Arab Press

بالشعب و للشعب
Tuesday, Aug 26, 2025

Morgan Stanley: Apple Car focus is on ‘design and the vehicle’

Morgan Stanley: Apple Car focus is on ‘design and the vehicle’

Morgan Stanley analyst Katy Huberty shared her thoughts recently about how tech giant Apple might approach the development of the rumored Apple Car.

Apple has been working on projects related to car development since at least 2014. Rumors and reports have been inconsistent. At one point, reports indicated that Apple had decided to focus on vehicle software. But now it appears that Apple is focused not only on software but also a car for consumers.

Adam Jonas, also an analyst at the investment firm, talked with Huberty about the Apple car project in an interview published by Morgan Stanley,

"The car is essentially the next mobile device, and this is a category that Apple has focused on for years," Huberty said, adding that Apple tends to focus on markets where "computing will become central to a human’s everyday life."


Apple does software and hardware


One of the most common questions is, "Why doesn’t Apple just focus on software and services?" Huberty said. After all, making the hardware and software right out of the gate as Tesla has done is fraught with complexity. And for a new car company, getting it right isn’t always possible.


"Apple takes the other side of that. The strategy is about doing fewer things, but doing them really well, and increasing the chances of success," she said.

"Apple is successful when they're vertically integrated. They want a hand in the design, in how the software communicates with the hardware, what are the right components and technologies to use," Huberty said.

"So, they can’t be successful in services until they’re successful in selling the device that this new type of computer and services sit on top of," she said.

That means it is probable that Apple will come out with an electric vehicle.

"I wouldn't be surprised if Apple comes to market with an EV…They did this with the iPhone, where in the first iPhone, there was no app store. It was first about getting the hardware right," Huberty said.

"I think the focus right now, I’m sure, is on design and the vehicle itself, but with well thought out plans around what services could emerge longer term," she said.

EVs vs AVs


As Tesla has shown, development of an autonomous or "self-driving" vehicle is a major focus. For example, Tesla’s FSD (Full Self Driving) option on vehicles like the Model Y adds $10,000 to the cost of the car but provides hands-free driving in many scenarios using Tesla’s AI software.

"The right question is, ‘How big is the auto market and can Tesla help transform all of the auto market into EVs, and eventually AVs [autonomous vehicles]?’" Huberty said.

Apple CEO Tim Cook has said that Apple is focusing on autonomous systems for self-driving cars as part of the car project.

"We sorta see it as the mother of all AI projects. It's probably one of the most difficult AI projects," Cook said in 2017.

Newsletter

Related Articles

Arab Press
0:00
0:00
Close
Iran Faces Escalating Water Crisis as Protests Spread
More Than Half a Million Evacuated as Typhoon Kajiki Heads for Vietnam
HSBC Switzerland Ends Relationships with Over 1,000 Clients from Saudi Arabia, Lebanon, Qatar, and Egypt
Sharia Law Made Legally Binding in Austria Despite Warnings Over 'Incompatible' Values
Dogfights in the Skies: Airbus on Track to Overtake Boeing and Claim Aviation Supremacy
Tim Cook Promises an AI Revolution at Apple: "One of the Most Significant Technologies of Our Generation"
Are AI Data Centres the Infrastructure of the Future or the Next Crisis?
Miles Worth Billions: How Airlines Generate Huge Profits
Zelenskyy Returns to White House Flanked by European Allies as Trump Pressures Land-Swap Deal with Putin
Beijing is moving into gold and other assets, diversifying away from the dollar
Trump Backs Putin’s Land-for-Peace Proposal Amid Kyiv’s Rejection
Zelenskyy to Visit Washington after Trump–Putin Summit Yields No Agreement
Iranian Protection Offers Chinese Vehicle Shipments a Cost Advantage over Japanese and Korean Makers
United States Sells Luxury Yacht Amadea, Valued at Approximately $325 Million, in First Sale of a Seized Russian Yacht Since the Invasion of Ukraine
Saudi Arabia accelerates renewables to curb domestic oil use
Cristiano Ronaldo and Georgina Rodríguez announce engagement
Asia-Pacific dominates world’s busiest flight routes, with South Korea’s Jeju–Seoul corridor leading global rankings
Private Welsh island with 19th-century fort listed for sale at over £3 million
Sam Altman challenges Elon Musk with plans for Neuralink rival
Australia to Recognize the State of Palestine at UN Assembly
The Collapse of the Programmer Dream: AI Experts Now the Real High-Earners
Armenia and Azerbaijan to Sign US-Brokered Framework Agreement for Nakhchivan Corridor
British Labour Government Utilizes Counter-Terrorism Tools for Social Media Monitoring Against Legitimate Critics
WhatsApp Deletes 6.8 Million Scam Accounts Amid Rising Global Fraud
Texas Residents Face Water Restrictions While AI Data Centers Consume Millions of Gallons
India Rejects U.S. Tariff Threat, Defends Russian Oil Purchases
United States Establishes Strategic Bitcoin Reserve and Digital Asset Stockpile
Thousands of Private ChatGPT Conversations Accidentally Indexed by Google
China Tightens Mineral Controls, Curtailing Critical Inputs for Western Defence Contractors
JPMorgan and Coinbase Unveil Partnership to Let Chase Cardholders Buy Crypto Directly
British Tourist Dies Following Hair Transplant in Turkey, Police Investigate
WhatsApp Users Targeted in New Scam Involving Account Takeovers
Trump Deploys Nuclear Submarines After Threats from Former Russian President Medvedev
Germany’s Economic Breakdown and the Return of Militarization: From Industrial Collapse to a New Offensive Strategy
Germany Enters Fiscal Crisis as Cabinet Approves €174 Billion in New Debt
IMF Upgrades Global Growth Forecast as Weaker Dollar Supports Outlook
Politics is a good business: Barack Obama’s Reported Net Worth Growth, 1990–2025
UN's Top Court Declares Environmental Protection a Legal Obligation Under International Law
"Crazy Thing": OpenAI's Sam Altman Warns Of AI Voice Fraud Crisis In Banking
Japanese Prime Minister Vows to Stay After Coalition Loses Upper House Majority
President Trump Diagnosed with Chronic Venous Insufficiency After Leg Swelling
Man Dies After Being Pulled Into MRI Machine Due to Metal Chain in New York Clinic
FIFA Pressured to Rethink World Cup Calendar Due to Climate Change
Iranian President Reportedly Injured During Israeli Strike on Secret Facility
Kurdistan Workers Party Takes Symbolic Step Towards Peace in Northern Iraq
BRICS Expands Membership with Indonesia and Ten New Partner Countries
Elon Musk Founds a Party Following a Poll on X: "You Wanted It – You Got It!"
AI Raises Alarms Over Long-Term Job Security
Russia Formally Recognizes Taliban Government in Afghanistan
Saudi Arabia Maintains Ties with Iran Despite Israel Conflict
×