Futurum’s Olivier Blanchard on Apple’s search for automotive LiDAR supplier fueling new rumors about Project Titan. While it may make more sense for Apple to stay in its consumer electronics lane, where it could focus on building a first rate Smart Home ecosystem to displace Alphabet and Amazon, and make XR cool enough to displace Microsoft, Oculus (Facebook), and potentially other consumer electronic giants like Samsung, Sony, HTC, and more, the real flex play for Apple this decade, its boldest hard swing for the fences, lies in entering the automotive market to take on Tesla.
The Mercedes-Benz partnership with NVIDIA is an example of automotive industry innovation featuring development that begins in the data center and operating systems that are developed with AI from end to end, modernizing everything about the automotive driving, and ownership, experience.
Mercedes-Benz USA launched an interactive experience powered by Augmented Reality and voice technology at the U.S. Open. Technology is transforming the automotive industry in exciting ways, and AR is one of the most exciting. This is a smart way to showcase what’s possible (and of course, tap a base of prospective customers).