Amid speculation over whether Apple's increased investment in automobiles could ultimately lead to an iCar, many are overlooking the big battle that's already taking shape in the auto industry: Who will win drivers' time behind the wheel?
Think of your car as the last major untapped frontier when it comes to mobility and connectivity.The two primary players fighting for your time, attention and purchasing power are Apple, which introduced its Carplay system last year, and Google, which created Android Auto.
And guess what? These guys are just getting started.
"I've seen both systems displayed in a variety of vehicles and both are just scratching the surface in terms of market penetration," said Mark Boyadjis, senior analyst of infotainment for IHS Automotive.