As Apple rolls out its next-generation CarPlay Ultra, many automakers are rushing to integrate it across their lineups. BMW, however, is taking a different stance. At least part of the reason might come down to the fact that, apparently, the brand just isn’t impressed. In words to the press, Stephan Durach, BMW Senior Vice President UI/UX Development, expressed his overall disenchantment with CarPlay Ultra. Perhaps more importantly, he also explained why the brand has no plans to offer it in Neue Klasse vehicles. At least for now as it was communicated already in the past.
“If you take a look at it, what I saw so far, it’s not so exciting,” Durach starts. He’s responding to a question about whether or not new BMW vehicles will ever offer CarPlay Ultra. “To be honest, we have specific screens, a specific screen setup,” Durach continues, ”and I’m completely convinced that our setup is much more capable.” While acknowledging that CarPlay is popular, they argue that giving Apple full control of the user interface isn’t a step forward.
Why BMW Isn’t CarPlay Ultra Crazy
BMW’s reasoning comes down to depth of integration. The company insists that its native iDrive X ecosystem already delivers a more seamless experience than CarPlay Ultra can offer. Features like Panoramic Display, personalized widgets and predictive routines are some of the new things that come with iDrive X. BMW also points to its own usage data, which shows that customers often start with CarPlay but eventually rely on BMW’s navigation and media controls once they experience how well they work.
In a statement we received from Apple after publishing this story, however, it seems that might not be entirely the case when it comes to the features of CarPlay Ultra. Official words from an Apple spokesperson are as follows: “However, all of these are key features of CarPlay Ultra, as explained extensively in media coverage/reviews, and Apple’s press releases, keynote presentations, and developer education materials. The story also characterizes driver preference for CarPlay as a purely anecdotal “myth,” but there is strong third-party evidence to support it as fact—e.g. the 2024 J.D. Power APEAL Study, which notes “satisfaction with in-vehicle infotainment systems averages 805, [but] it is higher among owners who use Android Auto (832) or Apple CarPlay (840). This shows that customers prefer to have the simplistic usability of their phone extended into their vehicle more so than what manufacturers are providing.””
At the same press event, Durach even went as far as to say that drivers simply don’t use CarPlay as much as they think. Furthermore, BMW doesn’t seem to be giving Apple full control over the car’s screens. For now, Apple CarPlay Ultra seems to be heading to other OEMs. In a previous statement, a BMW AG spokesperson said the following. “BMW currently has no plans to integrate Apple CarPlay Ultra.”
This puts BMW at odds with rivals eager to let Apple or Google take over the in-car experience. Even rivals close to home, like Porsche, have expressed interest in or confirmed future availability for Apple CarPlay Ultra. Ultimately, BMW says its approach is about value and driver engagement. In BMW’s view, the smartest cockpit is one where the automaker, not Silicon Valley, sets the rules. Whether or not that decision will eventually come back to haunt them will only be revealed in time. After all — as of this writing, the only real application of CarPlay Ultra has been on ultra-exclusive cars from Aston Martin.
