Arguably he overshot innovation, tried to kill the pocket bricks and failed (with a v1 that wasn’t meant to replace the rectangles but was supposed to be a first step toward that). Sounds like you’re ignoring Vision Pro.
This was so incredible to see play out in real time.
You know where else this is happening now? Car makers and CarPlay.
CarPlay might be objectively better but car makers are giving them the boot, for very good reason.
Apple overplayed their hand (or as you say, was incredibly greedy) and now they get to live with the consequences.
That's very different from a Toyota x Apple partnership.
So no, those are two different scenarios. The era of Apple controlling the platform is gone. (Except for legacy ones)
So this is a classic game theory situation. You want all participants (Toyota, Honda, Ford) to cooperate (not have CarPlay) and not defect. So participants watch each others move.
If they stick together, all of them stand to win.
If one defect, in the short term they might win but in the long-term Apple will seek to commoditize the car maker.
They increasingly just don't buy Tesla. Strong growth in that segment lately.
I recall though, back in 2021 we rented one as a test drive situation. The UX was so horrific I did an immediate 180 on that idea. Hard pass. Carplay might've saved that sale, their stock infotainment is trash.
I wouldn't be surprised if they go all on in Carplay Ultra near the end.
https://www.bloomberg.com/news/articles/2025-11-13/tesla-is-...
>Tesla Inc. is developing support for Apple Inc.’s CarPlay system in its vehicles, according to people with knowledge of the matter, working to add one of the most highly requested features by customers.
>The carmaker has started testing the capability internally, according to the people, who asked not to be identified because the effort is still private.
I'll let you in on a secret. Ask yourself what the business case of CarPlay is. "Why" should Apple do CarPlay. Put yourself in the shoes of a VP at Apple pitching CarPlay. Are they saying "let's invest millions of dollars in inventing the UI for cars and give it away for free, for .. goodwill?"
Nope, the slide deck would say 'Cars are the next computing platform. That's where most people spend time. So imagine is we (Apple) were meaningful present there .. and that's why we need to invest in it'
So, yes CarPlay is a move to control another computing formfactor. One they do not manufacturer (like tv and Apple TV) ...and unfortunately for them, car makers are wiser this time around.
> unfortunately for them, car makers are wiser this time around
Maybe. Ditching CarPlay does not currently seem like the wise decision, given how many of us have decided that omitting it is a deal killer. I love my Lightning, but I do not for one nanosecond trust that Ford would keep the app ecosystem on my truck running as long as Apple will keep iOS working on iPhones.
The reasons are subscription revenue and user data. Not sure which of those you consider very good.