Beautiful Virgin Islands

Wednesday, Aug 27, 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

Beautiful Virgin Islands
0:00
0:00
Close
Spotify’s Strange Move: The Feature Nobody Asked For – Returns
Manhunt in Australia: Armed Anti-Government Suspect Kills Police Officers Sent to Arrest Him
China Launches World’s Most Powerful Neutrino Detector
How Beijing-Linked Networks Shape Elections in New York City
Ukrainian Refugee Iryna Zarutska Fled War To US, Stabbed To Death
Elon Musk Sues Apple and OpenAI Over Alleged App Store Monopoly
2 Australian Police Shot Dead In Encounter In Rural Victoria State
Vietnam Evacuates Hundreds of Thousands as Typhoon Kajiki Strikes; China’s Sanya Shuts Down
UK Government Delays Decision on China’s Proposed London Embassy Amid Concerns Over Redacted Plans
A 150-Year Tradition to Be Abolished? Uproar Over the Popular Central Park Attraction
A new faith called Robotheism claims artificial intelligence isn’t just smart but actually God itself
Deputy Prime Minister Angela Rayner Purchases Third Property Amid Housing Tax Reforms Debate
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
Italian Facebook Group Sharing Intimate Images Without Consent Shut Down Amid Police Investigation
Dutch Foreign Minister Resigns Amid Deadlock Over Israel Sanctions
Trump and Allies Send Messages of Support to Ukraine on Independence Day Amid Ongoing Conflict
China Reels as Telegram Chat Group Shares Hidden-Camera Footage of Women and Children
Sam Nicoresti becomes first transgender comedian to win Edinburgh Comedy Award
Builders uncover historic human remains in Lancashire house renovation
Australia Wants to Tax Your Empty Bedrooms
MotoGP Cameraman Narrowly Avoids Pedro Acosta Crash at Hungarian Grand Prix
FBI Investigates John Bolton Over Classified Documents in High-Profile Raids
Report reveals OpenAI pitched national ChatGPT Plus subscription to UK ministers
Labour set to freeze income tax thresholds in long-term 'stealth' tax raid
Coca‑Cola explores sale of Costa coffee chain
Trial hears dog walker was chased and fatally stabbed by trio
Restaurateur resigns from government hospitality council over tax criticism
Spanish City funfair shut after serious ride injury
Suspected arson at Ilford restaurant leaves three in critical condition
Tottenham beat Manchester City to go top of Premier League
Bank holiday heatwave to hit 30°C before remnants of Hurricane Erin arrive
UK to deploy immigration advisers to West Africa to block fake visas
Nurse who raped woman continued working for a year despite police alert
Drought forces closures of England’s canal routes, canceling boat holidays
Sweet tooth scents: food-inspired perfumes surge as weight-loss drugs suppress appetites
Experts warn Britain dangerously reliant on imported food
Family of Notting Hill Carnival murder victim call event unmanageable
Bunkers, Billions and Apocalypse: The Secret Compounds of Zuckerberg and the Tech Giants
Ukraine Declares De Facto War on Hungary and Slovakia with Terror Drone Strikes on Their Gas Lifeline
Animated K-pop Musical ‘KPop Demon Hunters’ Becomes Netflix’s Most-Watched Original Animated Film
New York Appeals Court Voids Nearly $500 Million Civil Fraud Penalty Against Trump While Upholding Fraud Liability
Elon Musk tweeted, “Europe is dying”
Far-Right Activist Convicted of Incitement Changes Gender and Demands: "Send Me to a Women’s Prison" | The Storm in Germany
Hungary Criticizes Ukraine: "Violating Our Sovereignty"
Will this be the first country to return to negative interest rates?
Child-free hotels spark controversy
North Korea is where this 95-year-old wants to die. South Korea won’t let him go. Is this our ally or a human rights enemy?
Hong Kong Launches Regulatory Regime and Trials for HKD-Backed Stablecoins
China rehearses September 3 Victory Day parade as imagery points to ‘loyal wingman’ FH-97 family presence
×