Several car companies are reportedly planning not to offer Apple CarPlay Ultra, a comprehensive upgrade to Apple's current application that would encompass all in-vehicle displays. Ultra is supposed to allow more thematic changes to the interior display, and also allow some new features and improved customization. However, it seems that not all brands are interested in Apple's expanded access to their software.
According to the Financial Times, Mercedes-Benz, Audi, Volvo, Polestar, and Renault are no longer interested in using Ultra. This does not mean that they will not continue to offer Apple CarPlay integration for infotainment systems — only that Ultra may have crossed the line of what they were willing to tolerate.
Apple promoted CarPlay Ultra as the next level of smartphone integration, allowing the phone-based application to work with more than just the vehicle's infotainment screen. However, additional features are only part of the sales presentation. Ultra should also better align with each automaker's chosen themes while maintaining its own minimalist corporate style.
But a large part of the automotive industry wants to get Apple out of the way. For example, General Motors has said it plans to gradually phase out all support for Apple CarPlay and Android Auto. Although most drivers prefer to connect their phone to the vehicle using something like CarPlay, manufacturers want them to use their own systems. Car companies have spent a lot of money developing these systems and benefit from collecting user data and partnerships with other companies.
The latter component is usually implemented through marketing partnerships. For example, gas station and restaurant recommendations via Apple Maps may be quite different from suggestions coming from your vehicle's default navigation. This is the result of corporate partnerships agreed upon with the manufacturer.
Given the above, some brands see Apple as an obstacle to potential revenue streams arising from connectivity. However, others seem completely satisfied with cooperating with the tech company. Aston Martin, Hyundai, Kia, and Genesis have decided to use CarPlay Ultra. Meanwhile, Apple says other brands should join soon.
Although some criticize it as little more than a corporate redesign of the existing CarPlay, Ultra is supposed to offer new features and customize the user experience wherever screens are present. In most cases, this means users can make their dashboard or infotainment system mimic Apple's theme or mix and match with the default themes offered by the automaker. But you will also be able to interact with vehicle controls embedded in the touchscreen without having to leave the CarPlay application.
This was probably the main problem for non-participating automakers. If CarPlay Ultra makes it so drivers never have to exit the application, there is little chance that they will use those proprietary UX systems developed by the manufacturer. But ignoring Apple is also a kind of risk. CarPlay is extremely popular among drivers (especially women), and some surveys claim that about half of respondents would not even consider buying a new car without it.