Article Written By @Tejas Kokcha (Twitter)
The automotive world is changing rapidly, and not everyone’s thrilled about it. With the rise of electrification, digitization, and now deeper smartphone integration, it’s fair to ask—where do we draw the line between technology and a car's soul?
CarPlay Ultra: Apple’s Big Automotive Leap
Recently, Apple made waves in the auto industry with the introduction of CarPlay Ultra, a more advanced and immersive version of its in-car interface. The Aston Martin DBX is the first vehicle to get it, and several other brands—including Hyundai, Kia, Porsche, and Honda—have already confirmed future integration.
At first glance, it sounds like a win for convenience. Apple provides carmakers with a customizable interface "toolkit" to retain their brand's visual identity while still offering seamless iPhone integration. Even existing Aston Martin owners will be able to upgrade their cars with this new system via dealerships.
But while tech enthusiasts may be applauding, I find myself on the other side of the fence.
Cars Are Becoming Smartphones on Wheels
I get it—tech sells. But personally? I don’t want a standardized screen experience across every vehicle I drive. A big part of why we love cars lies in their unique design elements—especially the interiors. When you climb into a Volkswagen, you expect it to feel different than a Hyundai or a Skoda. The instrument clusters, the layout, the drive modes, even the sounds—they all contribute to a car’s personality.
Yet, with CarPlay Ultra, many of these unique traits risk becoming homogenized.
Imagine this: you sit in a Verna and then in a Virtus, but both have the same layout, same Google Maps on the cluster, same widget placements—just with different colors or branding. That’s not exciting; it’s sterile.
Customization vs. Character
Apple’s pitch for customization sounds good on paper. But let's be honest—true automotive character isn’t about just changing themes or color palettes. It’s in the tactile dials, the distinctive animations, the unique ways each brand communicates with you through the interface.
When you take that away and turn cars into glorified display screens running a third-party OS, what’s left to differentiate?
Even Hyundai’s N cars are faking exhaust sounds now, just to retain some sense of emotion in electric driving. What does that say about the direction we’re heading in?
Data, Ecosystems, and Control
Another angle that worries me? Data.
CarPlay Ultra collects a lot of information—your routes, commute times, destinations, preferences. Apple says privacy matters, but when a system is embedded that deep into your car, it’s impossible not to question how that data will be used—or shared.
Car manufacturers, too, have historically valued this data. It's a key part of improving user experience and marketing strategies. With Apple taking a bigger slice of that pie, it's likely brands won't give it up easily. That’s one more reason to be cautious about this shift.
A Plea for Individuality
At the end of the day, cars should feel special. Driving should be an experience, not just a function. As we transition to electric vehicles, we’re already losing engine sounds, manual gears, and analog gauges—hallmarks of the emotional connection we have with driving.
If CarPlay Ultra becomes the new normal, we risk turning cars into little more than iPhone accessories on wheels.
I want every car to feel different. A VW should not behave like a Hyundai. A Porsche should not feel like a Honda. And that differentiation should not be reduced to the shape of the seats or the stitching on the dashboard.
Conclusion: Let Cars Be Cars
Technology should enhance the driving experience—not erase it. CarPlay Ultra, while impressive in concept, could unintentionally strip away the individuality that makes each car brand special.
So no, I don’t want my car to mirror my smartphone. I want it to reflect the vision of the brand, not the interface of a phone.
Let Apple stay in our pockets. Let carmakers keep building cars with soul, identity, and distinctiveness.
Article Written By @Tejas Kokcha (Twitter)