Musk says Apple, not Google, will become Tesla competitor
Elon Musk, Tesla CEO, confirmed yesterday that he does not think Google will ever compete with his firm, stating that while Google is known to be testing self-driving cars, he believes the firm is "…not a car company…They'll license the technology". However, he has a different theory on Apple, which he clearly expects to enter the electric vehicle market, even if he thinks they have left it a bit late, stating Apple “will be a direct competitor… They should have started production sooner. It's a missed opportunity".

Jefferson Graham

USA TODAY

RANCHO PALOS VERDES, Calif. — Tesla Motors CEO Elon Musk doesn't see Google as a potential competitor to his firm. Instead, he's focused on Apple.

Apple, maker of the iconic iPhone and Macintosh computers, "will be a direct competitor," Musk said. He expects Apple to be in production with cars by 2020, but thinks it waited too long. "They should have started production sooner. It's a missed opportunity."

Apple's problem? Its board and Wall Street

Speaking to the Code Conference here, the South African-born, charismatic CEO leads a company that sells electric cars, with a recent software update that includes partial self-driving features. Tesla cars start at around $80,000, but recently announced a 2017 Model 3 that will start at $35,000. The company has reaped about 400,000 orders for the car that include $1,000 deposits.

Internet giant Google is testing self-driving cars, but Musk doesn't see Google getting into the car business. "Google is not a car company," he said. "They'll license the technology."

Apple, on the other hand, hasn't publicly announced its intentions to get into the car business, but has been hiring engineers, and Musk clearly expects Apple to join the fray.

Musk was asked if the new Model 3 will be a self-driving car. He demurred, saying he would have an event in the fall to reveal the answer. Asked for clarifications, he simply said, "We’re going to do the obvious thing."

Musk, who is also CEO of rocket maker Space Exploration Technologies, or SpaceX, also talked about his passion of exploring Mars and space.

Missions to Mars will start in 2018, he said, and he predicted that trips for humans ("if things go according to plan") will begin in 2024 -- for arrival in 2025.

Musk, who has not flown into space, has said he wanted to die on Mars, but not on a landing. "If you had to choose a place to die, Mars is probably not a bad choice. Born on Earth, died on Mars."

Follow USA TODAY tech columnist and #TalkingTech host Jefferson Graham on Twitter, @jeffersongraham.