Leaving out driverless car tech, which I'm not sure whether Apple will have ready for launch, I think the Apple Car will look and function like a $100,000 car - but will cost significantly less. Say, half the price. Ive, in a recent interview, spoke about how he hated so many cars on the road. Not because they were cheap, but because they were poorly designed and put together with such little care. I think, unless he's gone off the deep end into the luxury market (which he very well may have!) he would want to produce a car that is really great - but still affordable enough that lots of people will be able to afford it[1].
All of that being said, and no matter how much Apple cares about the mass market, Apple will want to keep their high margins. They'll need to bring down manufacturing costs considerably. However, if anyone can do it, it's Tim Cook. He's well known for being a wizard at managing supply chains. Perhaps it'll be their first product assembled entirely by robots, who knows.
We'll see what happens but if Apple are able to produce a very high quality car at a reasonable price, I suspect that it will be extremely disruptive. In the UK at least, pretty much every car under £30,000 is utter garbage. I'd love it if Apple could change that.
[1] I suspect, as with Apple Watch, there will also be a high-end version of an Apple Car. It will probably have the same functionality (i.e. it won't just be a super-car) but will have extras, like a Hermès leather interior. I, for one, look forward to customising a car like a new Macbook - current car customisation screens are a pain (besides Tesla, actually, theirs isn't too bad).