The striking thing about Motor Trend‘s piece on the rumored Apple car is all the talk of the “user experience.”
The various auto designers and experts interviewed by Motor Trend speculate that Apple will try to redefine the car “experience.” They talk about stuff like acoustics, and look and feel, rather than specs like miles per gallon or engine torque.
They predict that Apple will bring a better “user experience” to the car of the future, not just a better physical product.
This reminded me of interviewing Apple’s designers for my Jony Ive book. They explained that the design group takes exactly this approach when thinking about new Apple products. Instead of starting with chip speeds or screen resolutions, they begin by asking each other how the new product should make the user feel.
And thinking about this made me realize why Jony Ive has a chauffeur. It’s not because he’s a one percenter. It’s about Project Titan, Apple’s future car.