原标题：车企们不愿再被苹果CarPlay“绑架”了Car companies don't want to be "kidnapped" by Apple CarPlay anymore. 来源：智能相对论
苹果的造车计划持续搁浅，而CarPlay也从用户、车厂的疯狂追逐到逐渐遇冷中，迎来了自己的七年之痒。
2014年，苹果秘密开启了泰坦计划，进军汽车设计制造领域。同年，苹果正式将iOS in the Car更名为CarPlay的车载系统，用户可以将iPhone连接到内置了CarPlay硬件的车机系统上，暂时接管车机系统，为用户提供「电话」、「音乐」、「地图」、「信息」和第三方音频应用程序等服务。
作为苹果目前在汽车领域唯一真正落地的产品，自2014年发布以来，CarPlay就获得了车企和用户的一致好评。首批支持CarPlay的车企有奔驰、法拉利和沃尔沃，而包括宝马、丰田、通用汽车、本田、现代、捷豹路虎、起亚、三菱、日产、标致、斯巴鲁、铃木和福特等在内的主流车企随后也陆续接入CarPlay。
然而，CarPlay也逃不过盛极而衰的命运，从2020年开始，多家车企开始取消汽车出厂内置CarPlay系统，并且车型范围逐渐扩大，CarPlay似乎失去了发布之初万人空巷的魔力。
七年之痒，CarPlay从「小甜甜」变成「牛夫人」
CarPlay复制了当年iPhone对安卓手机的胜利。
经历过安卓早期消费者可能更容易理解，CarPlay为什么能够在一众车机系统中脱颖而出。在安卓系统发展早期，用户界面凌乱不美观，使用卡顿更是家常便饭，而iPhone则以丝滑精美的使用体验对安卓手机形成了降维打击，很快占领了用户心智，把苹果的成功延续至今。
同样，2014年，车企对车机系统的关注度远不及现在，彼时的车机系统大多一塌糊涂，硬件配置极低，界面设计跟不上时代，导航、通讯、音乐等功能生涩难用，甚至不具备联网功能，横空出世的CarPlay则依托iPhone，保持了苹果产品精美易用的一贯特点。
因而，对于苹果的车载系统，业界普遍看好。ABI Research在CarPlay发布之初就曾预测，到2018年，苹果iOS in the Car（即日后的CarPlay）将会占据这个市场50%的份额。报告数据同时显示，在未来五年，全球搭载手机整合技术的车载信息娱乐系统的汽车，将会增长至3510万，其中，49.8%搭载的将会是苹果的CarPlay。
事实也正如各大媒体的预测，除了首批搭载CarPlay的三家车企奔驰、法拉利和沃尔沃之外，宝马、丰田、通用汽车、本田、现代、捷豹路虎、起亚、三菱、日产、标致、斯巴鲁、铃木和福特等在内的主流车企也陆续接入CarPlay。
一时间，「CarPlay风」吹遍了全球所有主流车企。更有甚者，如一汽奥迪在多款车辆宣传界面都大篇幅宣传车辆支持原厂CarPlay及其优势。在国内，北京现代SUV途胜是最早搭载苹果CarPlay智能车载系统的合资品牌车型，上汽集团荣威旗下的荣威360，则是率先搭载苹果CarPlay智能车载系统的国产品牌车型。
「智能相对论」看到，2018年，著名市场调研机构J.D.Power曾进行了名为美国市场TXI（Tech Experience Index Study）车辆科技体验指数调查。调查显示，有19%的消费者未曾使用过汽车原装导航，高70%的消费者会直接使用手机导航代替，车主更偏爱苹果CarPlay与Android Auto（谷歌车机系统），其中Apple CarPlay的满意度又明显高于Android Auto。
CarPlay在2020年到达巅峰，如日中天。苹果表示，2020年在全球售出的新车中，超过80%支持CarPlay，即至少有600款车型支持苹果的CarPlay。
然而，物极必反，CarPlay也逃脱不过倒U型曲线拐点之后下滑的命运。从2020年开始，多家车企在部分车型上开始取消CarPlay预装，改用自家的车机系统，这种变化是渐进式的，越来越多的车企开始放弃CarPlay。
比如福特锐界，2018款前都支持CarPlay，而2020款之后则不再原厂内置CarPlay，而是改用自家的SYNC+系统。本田，大众多款车型也取消了原厂自带CarPlay，而丰田旗下的高端子品牌雷克萨斯，在对标豪车产品基本预装CarPlay的情况下，大部分车型依旧不支持CarPlay。
野花没有家花香，车厂率先「收」了心
那么，苹果CarPlay如何从当年的「小甜甜」，变成现在「牛夫人」，在用户，车厂和苹果的三角恋之中，谁先变了心？
显然不是苹果，苹果虽有造车计划，也频频传出消息与外界接触，但对于CarPlay，苹果一直秉持开放共赢的态度大力推广，通用开放的协议一直存在，如果车企愿意都在，随时可以接入。
自然也不是用户，CarPlay在各个汽车论坛都备受好评，甚至成为消费选购车辆的重要加分项，许多车主在车辆出厂没有内置CarPlay系统的情况下，甚至选择自行加装，在多个电商平台可以看到用户对CarPlay的执着。
排除了苹果和用户的原因后，原因只有一个，那就是车企开始对CarPlay不那么「感冒」了。这个问题颇令人疑惑，车企为什么宁可得罪消费者，甚至影响汽车口碑和销量，也要取消预装CarPlay呢？
想回答这个问题，就要先明白CarPlay存在的基础是什么。
CarPlay能够存在，自然是因为它在特定的历史条件下，要比车辆原装车机系统好用很多。驾驶车辆本身是一件比较消耗精力的事情，而且与安全息息相关，所以用户对车机系统的要求是简明易用，但显然，大多数车企的车机系统并不像他们的发动机那样好用。
但今天，「智能相对论」看到，CarPlay存在的根基没有那么稳固了。
首先，车机的配置在不断提高。以比亚迪的王朝系列车型——比亚迪汉为例，车机搭载的处理器是部分手机同款的高通625和麒麟710。处理器更新换代，内存容量提升，屏幕越来越大，从当年的性能羸弱到配置豪华，性能已经不再是车机系统的瓶颈。
其次，车企看到了车机系统的重要性，对车机系统越来越重视。奥迪研发了Audi connect系统，福特的SYNC+系统已经多次迭代，「智能相对论」也曾在《汽车拥抱开放：SOA「知易行难」， 上汽如何「大象转身」？》一文中指出，上汽更是联合威马等车企发布了SOA平台，吸引开发者入驻，意图打造一个开放式的汽车开发平台。
经过多年来的进步，车企的原生车机系统逐渐有了也有了对标CarPlay的信心。此外，具备个性化的车机系统，提供特色服务（比如蔚来的导航换电服务），也更能增加用户粘性，成为车辆的独特的卖点之一。也就是说，江山代有人才出，各领风骚数百年，CarPlay已经不再是那个独领风骚的弄潮儿了。
但对车企来说，CarPlay「不那么重要」只是提供了一个契机，真正影响预装与否的重要因素，其实是成本。近年来，在环保理念和电动汽车的冲击下，传统车企的日子过得并不滋润，卖一台燃油车还要购买碳积分来中和企业的碳排放。
在此背景下，压缩成本提高利润率就成了重中之重，成本并不低而且「不那么重要」的CarPlay，恰巧成了车企压缩成本第一刀的「刀下亡魂」。
预装CarPlay，车企需要向苹果公司缴纳授权费，即需要经过苹果的MFI（「Made for iPhone/iPod/iPad）认证，其中MFI芯片每颗价格为3美元外加17%的增值税。虽然车企预装CarPlay的具体费用未经披露不得而知，但从车企衡量利弊后，不顾对销量和口碑的影响，依旧砍掉CarPlay来看，这个成本绝对不低。
但车企开始砍掉CarPlay的原因远不止此，他们想通过取消预装CarPlay，推进自家的车机系统，换取一个未来更具想象力的市场——汽车空间的增值服务。
不只是CarPlay，大环境下所有车机系统都是「牛夫人」
不仅仅是苹果CarPlay，百度CarLife+、谷歌的Android Auto乃至于鸿蒙车机系统等第三方系统都遭到了车企的三「不处」理：不主动，不拒绝，不负责。
车企对第三方车机系统「性冷淡」的原因，不是因为他们不够诱惑（恰恰相反，他们像潘多拉魔盒一样诱人），而是因为自家也有了「美娇娘」。
这个「美娇娘」就是自家的车机系统，更准确的说，是未来汽车空间增值服务的入口，相比硬件，这个规模可达万亿的入口显然更值得期待，也更值得提前布局，也绝对不能拱手让与他人。
最近备受关注的上汽董事长陈虹关于华为鸿蒙车机和「汽车之魂」的论断，也清晰地表露出上汽对建立在车机系统上增值服务入口的看重和渴望，在车机系统备受关注以及鸿蒙概念火热的当下，如此敏感的论断自然而然引发了大范围的讨论。
这里可以用一个古老的笑话类比：一个人被问到如果他有几百万，愿不愿意拿来给众人分享的时候，他回答愿意；被问到如果他有一头牛，愿不愿意烤了分给众人吃的时候，他回答不愿意，因为他真的有一头牛。
玩笑归玩笑，但当前的汽车市场与笑话内容颇为类似：当你问到未来汽车增值服务这个万亿市场大家愿不愿因分享时（大部分被问的对象都是传统车企），大家都回答愿意；但真到自己头上的时候，当然是不愿意，因为我真的在造车。
上汽董事长陈虹只是率先挑开了这层面纱：上汽（包括所有其他传统车企）当然不愿意未来的增值空间被车机系统提供商拿走，正如螳螂财经在《华为被上汽狂DISS：智能驾驶时代车企呼唤「主权」？》一文中指出：「整体化解决方案」，或让车企沦为另一种形式的代工厂；智能驾驶背后的广袤商业机遇，或被合作所抢食；最珍贵的用户连接，或被「嫁接」到新的平台。
诚然，部分小车企在市场压力面前可能会向头部车机系统提供企业屈服，以换的生存空间，但对上汽等大型车企来说，合作可以，「卖地求生」是绝对不可能发生的事情。
这一点，从苹果CarPlay遇冷就能看出端倪,车企连CarPlay这种「温和派」的入口都开始清理（虽然迫于市场压力，清理速度并不快），更遑论鸿蒙这种全面接管的「整体化解决方案」了。
「拒绝」第三方车机系统，上汽等传统车企就不怕自己成为下一个「诺基亚」或者「柯达」吗？
这个问题自然难以有令人信服的回答，但用诺基亚类比传统车企，就目前来看不是那么的恰当。
虽然车企和诺基亚一样，都是在卖硬件，但车机系统不同于诺基亚当年折戟沉沙的对手安卓。一个大一统（或者说是类似安卓系统，占据大部分市场份额的操作系统）的车系操作系统这一论断至今存疑。
毕竟汽车不同于手机，车机系统对安全性、隐私性等的要求要更高，开放性自然只能退而求其次；其次，汽车对依附于系统的生态要求很低，很难想象我们需要在车机上安装和手机上同样多的App，这就导致系统提供商很难通过生态向车企施压，换言之，独立的车机系统照样可以活得很好。
此外，在自动驾驶等技术层面，百度、华为等企业也并未表现出碾压性的优势，鹿死谁手还尚未可知。所以，即便车机系统炒的火热，车企的表现依旧「高冷」，即使合作，也一定要握有入口的主动权。
百度、华为自然也看到了这一点，没有汽车硬件作为土壤，车机系统永远只是空中楼阁。于是，百度与吉利合资成立了集度汽车，双方各让一步；华为则与赛里斯合作，发布了多款汽车。
但诸如此类合作，都与他们当初定下的雄伟目标相去甚远，正如曹操所言：鸡肋者，食之无味，弃之可惜。
苹果CarPlay的命运不得而知，鸿蒙等车机系统的未来也不能妄下定论，老牌车企是大浪淘沙还是折戟沉沙也不得而知，但百年汽车行业轰轰烈烈的革命，真的来了。
编辑/tina
Source: intelligent relativity
Apple's car-building plan continues to run aground, and CarPlay has ushered in its own seven-year itch from the frenzied pursuit of users and automakers to the gradual failure of expectations.
In 2014, Apple secretly launched Titan's plan to enter the field of car design and manufacturing.In the same year, Apple officially renamed iOS in the Car to CarPlay's in-car system.Users can connect iPhone to the car system with built-in CarPlay hardware, temporarily take over the car system, and provide users with services such as "phone", "music", "map", "information" and third-party audio applications.
As Apple's only product that has really landed in the automotive industry, the CarPlay has been well received by car companies and users since its launch in 2014.The first automakers to support CarPlay were Mercedes-Benz, Ferrari and Volvo, while mainstream automakers including BMW, Toyota, General Motors, Honda, Hyundai, Jaguar Land Rover, Kia, Mitsubishi, Nissan, Peugeot, Subaru, Suzuki and Ford later joined CarPlay.
However, CarPlay can not escape the fate of prosperity and decline, from 2020, a number of car companies began to cancel the built-in CarPlay system, and the range of models gradually expanded, CarPlay seems to have lost the magic of thousands of people at the beginning of the release.
The itch of seven yearsCarPlay changed from "Britney Spears" to "Mrs. Bull"
CarPlay replicates iPhone's victory over Android phones.
Having experienced the early days of Android, it may be easier for consumers to understand why CarPlay stands out from the crowd. In the early days of Android, the user interface was messy, and using Catton was more common, while iPhone hit Android phones with a silky and exquisite user experience, which quickly occupied the minds of users and continued Apple's success to this day.
Similarly, in 2014, car companies paid far less attention to car-machine systems than they do now. At that time, most car-machine systems were a mess, the hardware configuration was extremely low, the interface design could not keep up with the times, navigation, communication, music and other functions were difficult to use, and even did not have the networking function. CarPlay, which came out of nowhere, relied on iPhone to maintain the consistent characteristics of Apple's exquisite and easy-to-use products.
Therefore, for Apple's car system, the industry is generally optimistic. At the beginning of CarPlay's launch, ABI Research predicted that Apple's iOS in the Car (later CarPlay) would have 50 per cent of the market by 2018. The report also shows that in the next five years, the number of cars equipped with mobile integrated technology in-car infotainment system will grow to 35.1 million, of which 49.8% will be equipped with Apple's CarPlay.
In fact, as predicted by the major media, in addition to the first three automakers with CarPlay, Mercedes-Benz, Ferrari and Volvo, mainstream automakers such as BMW, Toyota, General Motors, Honda, Hyundai, Jaguar Land Rover, Kia, Mitsubishi, Nissan, Peugeot, Subaru, Suzuki and Ford are also joining CarPlay one after another.
For a time, the "CarPlay wind" blew all over the world's mainstream car companies.What's more, for example, FAW Audi has devoted a lot of space to promoting vehicles to support the original CarPlay and its advantages in a variety of vehicle publicity interfaces. In China, Beijing Hyundai SUV Tusheng is the first joint venture brand model equipped with Apple CarPlay intelligent car system, while Roewe 360under SAIC Roewe is the first domestic brand model equipped with Apple CarPlay smart car system.
"Intelligent Relativity" saw that in 2018, J.D.Power, a famous market research institution, conducted a survey of vehicle technology experience index named TXI (Tech Experience Index Study) in the US market. The survey shows that 19% of consumers have never used the original car navigation, and more than 70% of consumers will directly use mobile navigation instead. Car owners prefer Apple CarPlay and Android Auto (Google car system), and Apple CarPlay is significantly more satisfied than Android Auto.
CarPlay reached its peak in 2020. Apple said that more than 80 per cent of new cars sold worldwide in 2020 supported CarPlay, meaning that at least 600 models supported Apple's CarPlay.
However, things will be reversed at the extreme, and CarPlay can not escape the fate of falling after the inflection point of the inverted U-shaped curve.Starting from 2020, a number of car companies began to cancel the pre-installation of CarPlay on some models and switch to their own car system. This change is gradual, and more and more car companies begin to give up CarPlay.
For example, Ford Ruijie supports CarPlay before the 2018 model, but no longer built-in CarPlay in the original factory after the 2020 model, but uses its own SYNC+ system instead. Honda and Volkswagen have also cancelled the original CarPlay, while Toyota's high-end brand Lexus still does not support CarPlay even though its products are basically pre-installed with CarPlay.
Wild flowers don't have the fragrance of home flowers.The car factory took the lead in "closing" the heart.
So, how did Apple CarPlay change from "Britney Spears" at that time to "Mrs. Niu" now? in the love triangle between users, automakers and Apple, who changed their hearts first?
Obviously not Apple. Although Apple has car-building plans and frequent news contacts with the outside world, Apple has been vigorously promoting the CarPlay with an open and win-win attitude. GM's open agreement has always existed, and car companies can access it at any time if they want.
Naturally, it is not a user. CarPlay has been well received in various automotive forums, and has even become an important addition for consumers to choose and buy vehicles. Many car owners even choose to install on their own when the vehicles leave the factory without a built-in CarPlay system. Users' dedication to CarPlay can be seen in multiple e-commerce platforms.
After excluding Apple and users, there is only one reason, that is, car companies are starting to be less interested in CarPlay. This question is quite puzzling, why car companies would rather offend consumers, or even affect car word-of-mouth and sales, but also cancel the pre-installed CarPlay?
To answer this question, we must first understand what is the basis of the existence of CarPlay.
CarPlay can exist naturally because it is much easier to use than the original vehicle system under specific historical conditions.Driving the vehicle itself is a more energy-consuming thing, and it is closely related to safety, so the user's requirement for the car-machine system is concise and easy to use.But it is clear that most car companies' engine systems are not as good as their engines.
But today, the Intelligent Theory of Relativity sees that the foundation of CarPlay is not so solid.
First of all, the configuration of cars and machines is constantly improving. Take BYD's dynasty series, BYD Han, as an example. The processors on the car are Qualcomm 625 and Kirin 710, which are some of the same phones. The processor is updated, the memory capacity is increased, and the screen is getting bigger and bigger. from weak performance to luxurious configuration, performance is no longer the bottleneck of the car-machine system.
Second,Car companies see the importance of the car-machine system, and pay more and more attention to the car-machine system.Audi developed the Audi connect system, Ford's SYNC+ system has been iterated many times, and the "Intelligent Theory of Relativity" has also been in "car embracing opening up: SOA". How does SAIC "turn around like an elephant"? The article pointed out that SAIC, together with Weimar and other auto companies, released the SOA platform to attract developers to move in, with the intention of creating an open automobile development platform.
After years of progress, the original car system of car companies gradually have confidence in the standard CarPlay. In addition, with personalized car-machine system, providing characteristic services (such as Weilai navigation and power exchange service), it can also increase the stickiness of users and become one of the unique selling points of vehicles. In other words, there are talents in Jiangshan generation, each taking the lead for hundreds of years, CarPlay is no longer the leader of the trend.
But for car companies, CarPlay "not so important" only provides an opportunity, the real impact of pre-installed or not an important factor, in fact, is the cost.In recent years, under the impact of the concept of environmental protection and electric vehicles, the life of traditional car companies is not smooth, and they have to buy carbon points to neutralize their carbon emissions by selling a fuel vehicle.
In this context, reducing costs and improving profit margins has become a top priority. CarPlay, which is not low in cost and "not so important", happens to be the "death under the knife" of the first knife for car companies to reduce costs.
Pre-installed CarPlay, car companies need to pay licensing fee to AppleThat is, it needs to be certified by Apple's MFI ("Made for iPhone/iPod/iPad), in which the MFI chip costs $3 per chip plus a 17% VAT. Although the specific cost of the car company's pre-installed CarPlay is not disclosed, it is not known.But from the car companies to measure the pros and cons, regardless of the impact on sales and word-of-mouth, still cut CarPlay point of view, this cost is definitely not low.
But the reason why car companies are starting to cut CarPlay is much more than that. They want to cancel the pre-installed CarPlay and promote their own car system in exchange for a more imaginative market in the future-the value-added service of car space.
Not only CarPlay, but all the car and machine systems in the environment are "Mrs. Niu".
Not only Apple CarPlay, Baidu CarLife+, Google's Android Auto and even Hongmeng car system and other third-party systems have been the car company's three "no" reason: do not take the initiative, do not refuse, not responsible.
The reason why car companies are "frigid" to third-party car systems is not that they are not seductive enough (on the contrary, they are as attractive as Pandora's box), but because they have their own "beautiful girls".
This "Beautiful Niang" is her own car-machine system, and more accurately, it is the entrance to the future automobile space value-added service. compared with hardware, this trillion-dollar entrance is obviously more to look forward to and more worthy of layout in advance. and you can't give it up to others.
Recently, the conclusion made by Chen Hong, chairman of SAIC, on Huawei Hongmeng's car machine and "the soul of the car", also clearly shows SAIC's importance and desire for the entrance of value-added services based on the car engine system. at a time when the car-engine system has attracted much attention and Hongmeng's concept is hot, such a sensitive conclusion has naturally triggered a wide range of discussion.
An old joke analogy can be used here: when a man is asked if he has millions, if he is willing to share it with others, he says yes; when asked if he has a cow, if he is willing to roast it and share it with everyone, he said no.Because he really has a cow.
Jokes are jokes, but the current auto market is similar to jokes: when you ask whether people are willing to share in the trillion market of future auto value-added services (most of the people asked are traditional car companies), they all say yes; but when it comes to their own headOf course not, because I'm really building a car.
Chen Hong, chairman of SAIC, only took the lead in lifting the veil: SAIC (including all other traditional car companies) certainly does not want the future value-added space to be taken away by car engine system providers.Just like Mantis Finance in the "Huawei DISS: smart driving era car companies call for" sovereignty "? The article points out that "integrated solutions" may turn car companies into another form of contract factories; the vast business opportunities behind smart driving may be preyed on by cooperation; and the most valuable user connections may be "grafted" to a new platform.
Admittedly, some small car companies may succumb to the head car engine system in the face of market pressure in exchange for living space.But for large auto companies such as SAIC, cooperation can be done, and it is absolutely impossible to "sell land for survival".
This can be seen from the fact that Apple's CarPlay is not as expected, as car companies have even begun to clean up the entrance to "moderates" like CarPlay (though not quickly due to market pressure), not to mention Hongmeng's "integrated solution" that has been fully taken over.
"reject" third-party car systems, SAIC and other traditional car companies are not afraid to become the next "Nokia" or "Kodak"?
Of course, it is difficult to have a convincing answer to this question, but using Nokia as an analogy to traditional car companies is not so appropriate at the moment.
Although car companies, like Nokia, sell hardware, the car system is different from Nokia's failed rival Android. The claim of a unified car operating system (or an operating system similar to Android, which accounts for the majority of the market share) is still in doubt.
After all, the car is different from the mobile phone, the car-machine system has higher requirements for security and privacy, and openness can only be the second place; secondly, the ecological requirements for cars attached to the system are very low, so it is hard to imagine that we need to install as much App on the car as on the mobile phone.This makes it difficult for system providers to put pressure on car companies through ecology. in other words, independent car-engine systems can still live well.
In addition, in the self-driving and other technical level, Baidu, Huawei and other enterprises have not shown a crushing advantage, the winner is not yet known. Therefore, even if the car machine system speculation is hot, the performance of the car company is still "high and cold", even if the cooperation, it must have the initiative of the entrance.
Baidu, Huawei naturally also see this, there is no car hardware as the soil, car-machine system will always be a castle in the air. As a result, Baidu set up a joint venture with Geely to meet each other halfway, while Huawei partnered with Cyrus to launch a number of cars.
But such cooperation is a far cry from the ambitious goals they set at the beginning, as Cao Cao said: chicken ribs are tasteless, but it is a pity to abandon them.
The fate of Apple's CarPlay is unknown, and the future of Hongmeng and other car systems cannot be hastily decided. It is also unknown whether the established car companies are sweeping the sand or falling apart, but the century-old vigorous revolution in the automobile industry has really come.
Edit / tina
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