Study results released this week from auto industry research consultant firm Strategic Vision found that consumers are eager to buy vehicles made by Apple, even though the company hasn’t officially announced that it plans to sell them.
Out of more than 45 automotive brands, Apple had the greatest combined score for two key measures: future consideration and impression of quality.
According to Strategic Vision, it has asked vehicle owners questions about automotive brands for 30 years and added Apple to the list for the first time this year. After years of rumors, outlets began reporting this year that Apple could finally release a vehicle in 2025.
It hasn’t announced a car, but Apple has already released features that allow people to unlock their car with their phone and to play music in their car or pull up directions with CarPlay.
“Even though Apple has yet to announce plans to produce an automobile, the brand already has some of the highest future brand consideration among recent new vehicle buyers,” said Strategic Vision.
Reports indicate that Apple has been working on a vehicle project since 2014. In 2015, The Guardian reported that it had obtained documents about the project and learned that Apple was building a self-driving car in Silicon Valley.
According to MacRumors, the Apple car project, labelled “Project Titan” was rumored to be shelved in 2016. However, it appeared to be back on by 2020. This July, The Information and The Verge reported that the project has been marred by high turnover over of people working on it.
The Information said that Apple sent prototypes of the cars – described as modified Lexus SUVs – on a 40-mile trek through Montana last August. Though that test appeared to be a success, the prototypes “struggled to navigate streets near its Silicon Valley headquarters,” without maps.
In fact, the cars sometimes smacked into curbs and one nearly hit a jogger, according to The Information. A Tesla vehicle that also had autopilot technology has previously been implicated at least one fatal accident.
Federighi, Apple’s software chief and a key executive at the company, is reportedly “skeptical” of Project Titan, said reports.
Yet, work on it appears to continue. A design referenced by The Information is said to include “four seats that face inward so passengers can talk to one another and a curved ceiling similar to the roof of a Volkswagen Beetle.”
Apple’s car is expected to look unusual, per The Information report. It said that the company is “reportedly hoping to get the National Highway Traffic Safety Administration’s okay to build a car without a traditional steering wheel or brake pedal,” and that Apple designer Jony Ive, who still collaborates with the company, advised the project team to “lean into the weirdness of the vehicle’s design and not try to hide its sensors.”
Earlier this year, a report about the project in VR Scout referenced a patent that indicates the Apple car would have virtual reality technology inside. That report also featured an unofficial windowless concept design of a potential Apple car by Concept Creator that received criticism on social media, according to The Huffington Post.
Even with these issues, more Strategic Vision survey participants said they would “definitely consider” buying an Apple vehicle over a Ford or Tesla.
“What should be concerning to others is that Apple generates a greater amount of love than any other automotive company, double that of strong brands like Honda, Toyota, and Tesla,” said Strategic Vision President Alexander Edwards. Apple’s existing brand reputation could impact consumers’ interest in its potential vehicle.
However, 34% of new vehicle buyers surveyed said they didn’t know enough about the product.
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