&gt; Automotive is a low margin, high liability industry.<p>It&#x27;s a lower margin for the classic companies that use a dealer model to sell cars. Direct sales like Tesla have pretty decent margins. It&#x27;s unlikely Apple would use a dealer model. That&#x27;s pretty outdated and will eventually go away (though not without kicking and screaming from the existing dealers).<p>Don&#x27;t forget many Android phones have awful margins but the iPhone? HUGE margins. Apple sells premium products. Ultimately it won&#x27;t matter what the margins are for any of the existing companies when they move into a new industry.<p>&gt; I&#x27;m sort of surprised that Microsoft &amp; Amazon are sort of just sitting back, watching. I guess neither of them care so long as the back end is running on their cloud.<p>I would be surprised if both companies haven&#x27;t done some research into this. Microsoft&#x27;s R&amp;D is pretty famous for working on tons of moonshot ideas, many of which never see the light of day. Amazon seems to move into whatever space they think they can get into. Right now they&#x27;re kicking ass with their brand new AI initiatives so I think they have their hands full (if I were them I&#x27;d shove Alexa into every product I could).