The author is correct that Apple is haunted by the iPhone&#x27;s success. My 2 cents:<p>1) The car business delivers lower margins than the iPhone. Even if you compare them to those of premium car companies (like Range Rover, Audi, Mercedes, BMW or Lexus).<p>2) The iPhone didn&#x27;t had comparable brands to compete against, when it entered the phone market. It came with a hefty price tag. A sum that was never even considered mass-marketable before. The iPhone created the premium sector for phones. It raised the share of income people considered plausible for cellphones.<p>The author is also right in that apple is very good at applying their business model to new markets. But<p>3) to become premium in the car business either means<p>- lowering their margins<p>- producing cars that aim at a smaller&#x2F;niche market (Porsche to Ferrari&#x2F;McLaren),<p>- lowering the costs of the supply chain currently in use by other premium car makers.<p>The last one would be doable, certaintly by Apple. Certaintly with EVs. But I doubt it would be doable without any information leak other than this article.<p>4) More plausable for apple&#x27;s margin territory would be an attempt at the user interface of cars. Like appleTv is for television sets or the healthKit-API.<p>The problem with cars is not the getting-from-a-to-b-part, not the status-part or the comfortable-interior-part. The problem with cars is the user interface-part, it&#x27;s the outdated-touchscreens-part or the connecting-and-charging-and-holding-your-phone-part. It&#x27;s the car&#x27;s software that sucks. And for some that sucking software includes the driving-yourself-part. Reaching out to current premium car-makers also points into this UI&#x2F;API-direction.<p>5) Also there are a lot of lower hanging fruits out there, easier to tackle than building a premium car. Like VR or building physical television sets, home automation, healthcare - or wait, software.