Apple (mezzotint/Bigstock.com)
Some established figures in the world of car manufacturing have been pouring scorn on rumours that Apple is developing its own car.
Former GM executive Dan Akerson said on Bloomberg: “They’d better think carefully if they want to get into the hard-core manufacturing.
“We take steel, raw steel, and turn it into car. They have no idea what they’re getting into if they get into that.”
But perhaps making cars out of steel is a little too "20th century" for Apple. Maybe the Cupertino tech giant will approach car manufacturing in a totally new, less energy- and resource-hungry way?
And with the ever-present issue of climate change lurking in consumers' consciousnesses, perhaps Apple will develop powertrains that use far less energy than your average General Motors petrol-guzzler.
Certainly the boldest in the established motor industry see the possibilities. BMW with its striking i8 plug-in hybrid sports car and Tesla with its luxurious electric cars prove that there is interest in innovative, planet-friendly cars. Profit from such machines is proving rather more elusive, but by the time Apple have created their new car (if the rumours are to be believed), then the market may be approaching maturity.
Some may argue that Apple is just what Earth needs; if the firm can revolutionise the mobile phone, maybe it can repeat the success with the automobile – and promote cleaner air and lower energy consumption.
And for those who doubt if Apple has the talent or desire to succeed in this arena, just look at the company's top brass: Senior VP Eddy Cue is on Ferrari's board, while designer Marc Newson has worked on a Ford concept car in the past.
But perhaps the biggest clue about Apple's intentions is this: Apple doesn’t want to be overshadowed by their arch-nemesis Google, who are making one right on their doorstep (just a few miles away).
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