Project Titan

Research
What Apple’s Auto Ambitions
Mean for Tesla [1]
While some anticipate that Apple’s introduction into the car market creates difficulty for other
electric automobile makers, Tesla’s CEO Elon Musk believes that Apple will actually boost
the market. Morgan Stanley analyst Adam Jonas goes on to say that Apple would become
“very, very significant” in the industry. He believes that the familiarity people have with Apple
products would become more accepting of the car and argues “If consumers were offered a
car service performed by a device with the words ‘Designed by Apple in California’ imprinted
in the doorsill, immersed in the familiar HMI [human-machine interface] and supported by a
physical infrastructure of charging and service stations – we believe there could be far more
opportunities to adopt an Apple car as a mode of transport.”
This familiarity that Apple brings to the UI is the reason their icons have been incorporated in
the mood board for this project. I fully expect that by the time the car is released that the icons
will look different but importance should be placed on remaining true to Apple’s UI.
5