Can Apple overturn the industry by rejecting Tesla, rocking for six years and accelerating R & D?

apple CEO CEO · Jobs had make complaints about it. At the beginning of 2007, he showed the world the appearance of smart phones with his iPhone, and an era called “smart phones” was officially opened by jobs and apple. < / P > < p > after the release of iPhone, apple, with its popularity among users all over the world, began to extend from smart phones to tablet computers and wearable devices. After all this began to take shape, jobs began to try to subvert another big product he had never looked up to – the car. < / P > < p > “we have a platform to design a car, and we will build a car in the near future. Cars have batteries, computers and mechanical structures, and iPhones have these things. ” Jobs once told the media. Tim & middot; cook, the current CEO of apple, has the same view. He once said that intelligent electric vehicles are electronic products like mobile phones. Based on this, apple started its car building plan in 2013. < / P > < p > recently, according to News quoted, Apple’s first electric car, apple car, may be released in September next year and will start production in 2024. It is reported that digtimes is working with apple to develop a production line for auto driver chips. < / P > < p > as soon as the news comes out, apple is considered to be Tesla’s strongest rival. Apple’s share price rose 5% last night, up 2.85% at the end of the day, and its market value rose 400 billion yuan. However, Tesla’s share price once dropped by more than 5%, and its market value evaporated 340 billion yuan in two days. < / P > < p > on December 22, Tesla CEO Elon & middot; musk said on social media, “in the darkest days of the Tesla Model 3 project, I contacted Apple CEO cook and discussed the possibility of Apple acquiring Tesla. But cook refused to attend the meeting. ” < / P > < p > however, Apple’s car building has received much attention, but the progress is very slow, and the strategy is not clear. In the past seven years, Apple has also been swinging between the strategy of “directly building cars or being an automatic driving system supplier”. < / P > < p > this made it miss the best time window for car making, but this opportunity was seized by Tesla. Just like jobs opened the era of smart phones in the past, musk also used Tesla to lead the rise of new energy car making industry and the beginning of the era of smart cars. < / P > < p > on the other hand, Huawei, Alibaba, Baidu and other big Internet companies, which have been in the same layout for many years in terms of intelligent ecology, have also entered into the new energy vehicle manufacturing industry, and started to rapidly promote the car manufacturing business with car companies such as Changan Automobile and SAIC. < / P > < p > recently, a senior executive of a supply chain manufacturer responsible for Apple motor told Taiwan Economic Daily that Apple car is expected to be released in the third quarter of 2021, possibly in September next year. This is also the time for Apple’s regular autumn launch. < / P > < p > the industry has been talking about this news for a while, because it is two years earlier than the previous forecast. In 2018, Guo Mingchi, an apple analyst, predicted to the media that the launch time of Apple cars would be between 2023 and 2025. < p > < p > Apple plans to start production of passenger cars in 2024, when the car will likely be equipped with self-developed battery technology, according to a report by Bloomberg yesterday. Power battery, as one of the core of smart car, Apple’s self-development is not surprising. < / P > < p > in addition, according to Reuters, what Apple plans to use is a battery technology called “single battery”. By not dividing the battery into independent units, the whole battery pack will have greater capacity and longer battery life. In addition, apple is considering using lithium iron phosphate in batteries to make them safer. Earlier this month, DIGITIMES reported that apple is working with TSMC to develop an autonomous driving chip. In order to realize automatic driving, it is not enough to have chips, but also need related vehicle system as support. < / P > < p > last month, the U.S. patent and Trademark Office announced a patent applied by apple for a car autonomous navigation system, which can process lanes, road signs, other vehicle positions and pedestrian positions to achieve automatic driving. < / P > < p > including this patent, Apple has completed 10 patent applications related to automatic driving in the second half of this year, including sensor, communication and control of automatic driving. Since June this year, Apple has also won three patents related to lidar, which is a crucial sensor in automatic driving. < p > < p > according to online travel statistics, as of November 24, Apple has completed 36 patents on automobile business this year, including more than 20 patents on in car intelligence, including making the front windshield into a large screen and changing the door opening mode, etc. < / P > < p > as the driver’s main window to observe the environment in front of the vehicle, apple knows this well, so it integrates AR technology with it, making the front windshield a screen. In short, the real-time vehicle and road information is displayed on the front glass through AR technology, so that the driver can see the information more intuitively. < p > < p > > for the passenger who sits on the screen of the windshield and plays games, they can also play on the phone. Through this design, Apple has turned the front windshield into the main interactive entrance of the car’s intelligence. < / P > < p > in addition to the inside of the car, Apple has also adjusted the opening and closing mode of the car doors. In addition to the traditional side door opening mode, when the vehicle is parked in some narrow parking spaces, the sensors on the door will make adaptive adjustment, and adjust the door to the sliding form, so as to facilitate passengers to get in and out of the vehicle. < / P > < p > at the manufacturing end, Apple has also entered into cooperation with many auto parts manufacturers in Taiwan, such as big industry, FTU KY, Qintong and Futian electric, to prepare the necessary parts for vehicle production and manufacturing. < / P > < p > through the above series of patents and R & D progress that Apple has obtained, we may be able to foresee a general appearance of Apple car, which is an electric car equipped with lidar, automatic driving function and AR system, and intelligent everywhere. < / P > < p > to achieve all this, Apple’s layout in intelligent IOT and intelligent ecology in recent years is indispensable. Just because of this, it gives apple the confidence to build cars. As Guo Mingxu, an analyst at Tianfeng international, told the media, Apple’s leading technological advantages will redefine the car and differentiate it from its peers. < / P > < p > according to the statistics of geek Park, since 2017, Apple has begun to publish related patent applications. Among them, the number of automobile related patents has increased from 1 in 2017 to 31 and 32 in 2018 and last year, and 36 patents have been obtained before the end of this year. < / P > < p > according to Katie Huberty, an analyst at Morgan Stanley, Apple will spend nearly $19 billion on car R & D this year. According to Apple’s previous public information, before 2018, the annual growth of R & D investment was only about US $2 billion; after 2018, the annual growth generally exceeded US $2 billion. Compared with last year, this year’s R & D investment has increased by more than US $2.7 billion. < / P > < p > for this problem, Wang Jun, President of Huawei smart car solutions Bu, once gave the answer at Huawei mate 40’s press conference – mobile phone with four wheels. Apple thought of this answer seven years ago and soon explored it. < / P > < p > in June 2013, Apple released the “IOS in the car” program at the apple global developer conference. As the name suggests, the plan is to implement the iPhone application function in the on-board system screen, so that the driver can use the map navigation, playing music and making phone calls without being disturbed. < / P > < p > at that time, apple said that the plan had cooperated with 12 auto companies including Honda, Ferrari, Mercedes Benz, Chevrolet, Hyundai and Kia. Although there are not many car companies cooperating with each other, it has become the first sign of Apple’s involvement in the auto industry.

apple in the second year with the upcoming “iOS in the Car” plan landing software products – CarPlay was born, but after the launch is not make complaints about new Tucao. < / P > < p > in 2014, Tesla CEO Elon Musk came to China with more than a dozen model s, and handed the keys of these model s to the first batch of car owners in China. Since then, there has been an upsurge of new energy vehicle manufacturing in China, and vehicle enterprises such as Weilai, Xiaopeng and ideal have been established one after another. < / P > < p > cook, the CEO of apple at that time, probably also felt the change of the situation. Just after the launch of Carplay, he approved a project code named “project Titan” in apple, which is the nickname of Apple’s auto business. < / P > < p > at the beginning of the project, the main goal is to create a car that subverts the industry, just like the original MAC and iPhone, starting from scratch, so as to achieve all-round leadership in product design, use and technology. < / P > < p > in order to achieve this goal, Apple has not only set up an automobile laboratory near its headquarters, but at the same time, Apple has also been poaching from Google, Tesla, Ford, Mercedes Benz, FCA and other companies with attractive salaries to attract automobile and software engineers for Titan plan. < / P > < p > just one year after the Titan project was founded, according to LinkedIn’s incomplete statistics, there are nearly 1200 employees under its project, including more than 300 from Tesla and more than 170 from Ford. That’s why Chris goldes, a professor of mechanical engineering at Stanford University, once lamented: “as long as you find out which car related executives in Silicon Valley suddenly quit and their whereabouts are unknown, most of them have gone to apple.” < / P > < p > while digging corners everywhere, Apple also registered“ apple.car ”、“ apple.cars ”And“ apple.auto ”With three domain names, Apple’s ambition to build a car was revealed. < / P > < p > just as many domestic new energy vehicle companies acquired car factories or cooperated with their OEM at the beginning to realize the landing of car manufacturing, Apple also needed factories to build cars at that time. In this regard, Apple has sought to establish partnership with BMW, Mercedes Benz, Nissan, BYD and other auto manufacturers, but failed to have a firm cooperation. < / P > < p > as a team led by Steve zadesky, former head of Apple’s auto project, we hope that Titan project can develop a car with semi-automatic driving, while another technical team is trying to reach the goal in one step and create a fully automatic driving platform. < / P > < p > one wants to realize vehicle manufacturing, and the other pays more attention to platform R & D. after that, no one can persuade anyone, so that the differences between the two sides are growing. As a leader, Apple’s senior management also wavers and hovers between the two solutions, R & D is stranded for a while, and most of the engineers in the team are dismissed. < / P > < p > in mid-2016, Apple announced that it would re recruit former senior executive Bob Mansfield to take charge of Titan project. After he took over the business, he immediately began to reduce the team and set the direction of R & D