The elegance and simplicity of CarPlay is mouth-watering in its appeal. Who wouldn’t want their dashboard to work like this?
Not so obvious in this video is the answer to questions like “How do I find the radio?” or “What if I want to play a CD?”
While the appetite for radio in its traditional form is not going to wither anytime soon, what you’re witnessing here is an attempt to meaningfully improve the dashboard experience so as to break old habits and form new ones. And nothing does that faster than transforming the frustrating and kludgy new car dashboard into an experience as familiar and comfortable and fulfilling as the one that lives on the iOS device in your pocket.
When this scales, consumers will not be asking “where’s the radio?” They’ll be asking “WHY the radio?”
And the answer will be: “Because there’s something there so unique and compelling you can’t find it anywhere else.”
Or else it won’t be.
What should be obvious to you is that the appeal of CarPlay is all “pull,” no “push.” It is the owner of the iPhone who will demand this platform in her new car. There will be no need fornationwide ad campaigns and hoity-toity alliances of industry leaders a la HD Radio. There will be no need to educate the consumer or sell them on a slate of presumed benefits. That’s because the benefits speak for themselves, and every consumer with an iOS device knows what they are.
This, more than anything, is the new world radio faces: A world where consumers hold all the cards. A world where habits intersect with technology and become fungible. A world where you either offer something people really, really want and can’t find anywhere else.