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Buy Tesla or Build One: Why Apple Should Make a Car
Once Upon a Tesla
First there were the rumors that Apple might buy Tesla. Then came the loose talk about Apple employing an army of engineers to build their own car, many apparently leaving Tesla to join the effort and cashing in nicely. Now the rumors about Apple buying Tesla are back. Really, it’s hard to keep up.
It’s difficult to believe that the closed shop and tight-lipped Apple culture would purposely leak this kind of intel. Was it a disgruntled employee? Perhaps it’s just more difficult to keep a secret these days with Social Media eavesdropping as if it were a fly on the wall. Or, maybe it’s nothing at all.
Disclaimer
I drive a Model S and own TSLA stock. I’m an Apple fan, but don’t own APPL. My first computer was a Macintosh Powerbook 165 Series made in 1993. I still have it and it boots up even today. I’ve purchased a vast number of Apple products over the decades and I can’t think of a brand I’m more invested in than Apple. As an admirer of great design they won me over early on and continue to do so. And, I’ll be one of the first to get my wrist on the Apple Watch in April.
Barriers Were Made to be Broken
The idea of Apple designing and building a car is not new. For years many of us have been playing the game, “What would (fill in the blank) look like if Apple made it?” It’s right up there with the design school project to sketch out the “internet enabled refrigerator.” Apple broke the music barrier, the phone barrier and the design barrier for computers. Tesla broke the electric car barrier and they did it in ten years. They are the Jackie Robinson of the auto industry having flung open the door to electric vehicles while traditional auto makers refused to even seriously try.
Certainly there is some effort out of Detroit and others as of late and they should be applauded for realizing their miss. Mr. Musk’s gift of releasing Tesla’s patents was completely in line with the Tesla Way. I wonder how much of that intellectual property is being incorporated by others? My guess is not much. Companies prefer to take credit for their own innovation and invention; always thinking they can do it better.
Panic in Detroit
The media likes stirring the pot about how BMW is going to eat Tesla’s lunch and GM could put Tesla out of business tomorrow. And how Porsche is developing a “Tesla Fighter.” Today’s electric car activity outside of Tesla would not even be in the blue sky discussions if it weren’t for the success of the Model S. Tesla should not be dismissed as an “ankle biter,” which I would define as a non-threatening annoyance. Tesla is in fact a real threat to the car “smoke stack” industry. Respect Tesla or not, but know they are not going away. They may evolve or merge and it may not always be about cars, but it will likely be about some combination of energy and transportation, built on software and brilliant design.
Tesla’s 85kWh Model S encountering new competition in the EV space from BMW.
I make no bold predictions about Tesla’s potential market cap or when Apple will buy Tesla or for how much. That’s not my arena so I will stay in my lane. I agree it’s fun, but the stakes are on an entirely new level here. This activity is about something more important than corporate profits. (I know profits are important. I work in financial services). Tesla is fundamentally about designing and enabling an entirely new future that is more environmentally responsible than the past and better for consumers.
Tesla should inspire our imagination, not make us think about their stock price or how many cars they sold yesterday. Google didn’t think about their stock price when they launched their Autonomous Car project. Newer companies have a distinct advantage in that they don’t need to repack their baggage. When you lack a history it’s easier to make a better future.
It’s fascinating to me that Tesla and potentially Apple have more insight into what the “car of the future” could be than GM, Ford, or Chrysler. Is Silicon Valley the new Detroit?
Why Apple Must try for a Car
The world has become more connected over the last few years. The Internet of Things, powerful wireless connectivity and the transition to internet IPv6 will greatly expand the number of IP addresses that can be supported and makes a fully connected world possible. Apple’s seamless integration of device, content and software has made that world vision believable.
A large 17″ touchscreen center stack on the Model S provides an iPad-like experience.
A large touchscreen in a car like the Tesla could emulate your Mac, or iPad, or iPhone screen with shared apps and programs. My iCalendar already synchs with that touchscreen from my iPhone as soon as I open the door. Apple’s software capabilities could take this to fascinating extremes. Music, programs, even Siri are all possible in an Apple Car operating system. Not to mention self-driving cars and the ultimate vision to eliminate collisions.
I believe the challenge for Apple lies in the hardware. A car is not a music player or a phone. No one drives an Apple product. It doesn’t have wheels or doors; nor does it carry precious human cargo. There are very few laws that govern phone safety. No crash tests to pass, or airbags to install. A car is not just a software engineering exercise that needs a shell. It’s a big, complex, and messy manufacturing problem that cannot be outsourced to Foxconn.
Tesla does have amazing software, but it did not, and could not abandon the deeply ingrained culture of what it means to own and drive a car. Tesla’s big robotic engineering science coupled with Apple’s software capabilities would make an unstoppable combination.
Tim Cook tackling transportation is akin to Steve Jobs entering the retail space. It makes perfect sense for Apple and Apple’s vision. Their culture is to be a catalyst for innovation, vision and ultimately forward change. These are arguably the most important attributes for any business or culture.
If Apple is serious about making a car, they can choose their adventure. Buy Tesla, or build it on their own. Either way, I’m excited that we have another bright set of minds at work on disrupting a carbon monopoly. If Apple is now seriously in the game, it’s GM, Ford, Chrysler, BMW, Toyota, Honda, Nissan, BMW, Subaru… who should keep an eye on their lunch.
My One Prediction
Fast forward to 2021. Apple unveils their version of a car. Turns out I do have a prediction after all, and it’s rock solid. Apple will not sell their cars through a dealership network.
Tesla has spent years trying to engineer its way out of the automotive paint shop, one of the most expensive, space-consuming, and environmentally costly steps in vehicle manufacturing. With the Cybercab, Tesla confirmed on X this week that a new reaction injection molding process will embed color directly into the panel itself during production.
“Our new reaction injection molding (RIM) process shrinks Cybercab paint cycles from hours to minutes. This cuts those parts’ manufacturing and supply chain emissions by 35% and eliminating 100% of paint volatile organic compounds (VOCs) emitted in traditional paint methods.” noted Tesla.
While the RIM process isn’t necessarily new and has existed since the 1960s, what makes Tesla’s application notable is how it is being used specifically for exterior body panels that traditionally required a separate paint process after forming.
Tesla’s RIM approach integrates the color directly into the panel material during the molding process itself. The pigment is part of the polymer mix injected into the mold, meaning the panel comes out of the mold already colored, with no separate paint application required. The clear coat or protective layer can be applied at the mold stage or through a much faster post-process than traditional multi-stage painting. Tesla claims this compresses what was a multi-hour paint cycle into minutes per panel.
Tesla’s obsession with killing the paint shop is one of the most consistent threads running through the company’s manufacturing philosophy going back years. As far back as 2018, Musk was trimming paint color options to simplify production, tweeting at the time: “Moving 2 of 7 Tesla colors off menu on Wednesday to simplify manufacturing.” Two years later, in a 2020 Automotive News interview, Musk laid out his broader vision, saying he believed Tesla factories could one day be 1,000 times more efficient than conventional plants, and pointing to the paint shop as one of the biggest sources of waste, cost, and complexity. The Cybertruck was the most extreme expression of that thinking. Tesla chose an unpainted stainless steel exterior partly because it would eliminate the need for a $200 million paint facility at Gigafactory Texas. The stainless approach proved harder and more expensive than anticipated, but the underlying ambition never changed. The Cybercab is what happens when that same ambition meets a manufacturing process that delivers on it.
Lifestyle
Tesla app update makes Robotaxi ownership make a lot more sense
Tesla’s app now shows a live indicator when your car is actively driving itself.
A recent Tesla app update, released last week (4.58.5), gives visibility on whether a vehicle is navigating in its semi-autonomous mode or being drive by a human driver. The updated app now displays a live “Self-Driving” indicator in bright blue text directly beneath the vehicle’s speed readout whenever Full Self-Driving is actively engaged, along with the signature glowing blue navigation path that FSD users see on the main touchscreen. It is a small visual update with meaningful implications for how Tesla owners monitor their vehicles remotely.
The feature was first spotted in the wild by X user Jordan Camina, who shared video of a Hardware 3 Model S displaying the new animation through the app while driving. That detail is significant because it confirms the update is not limited to newer HW4 vehicles. It works across hardware generations, and Tesla confirmed it will eventually support all vehicles regardless of chip platform once both the app and vehicle software are updated. The vehicle side requires software version 2026.20.6.1, which has reached nearly 40% of the fleet so far, as monitored by NotaTeslaApp.
The feature makes the most practical sense when viewed through the lens of Tesla’s expanding robotaxi operation. In a robotaxi context, the owner of a vehicle generating ride revenue has a direct financial and safety interest in knowing whether their car is operating under autonomous control at any given moment. The app’s new FSD indicator gives fleet owners exactly that visibility, the same way a logistics company monitors whether a delivery driver is following the planned route. It also carries implications for Tesla’s insurance model. Tesla’s own insurance product prices premiums in part based on FSD engagement rates, and real-time visibility into when FSD is active creates a feedback loop that could eventually tie directly into policy pricing. For individual owners who have opted their personal vehicles into the robotaxi network, the update effectively turns the Tesla app into a fleet management dashboard, one that tells you whether your car is earning money, whether it is driving itself to do it, and whether everything is operating the way it should from wherever you happen to be.
Tesla expands Robotaxi to Florida, marking its third state for autonomy
As Teslarati has reported, Tesla launched unsupervised robotaxi rides in Miami this summer, a milestone that makes a remote FSD status indicator significantly more practical than a cosmetic feature. When a vehicle is operating as a robotaxi without a driver present, the owner or fleet operator needs a reliable way to confirm autonomy is engaged. The app now provides exactly that.
As noted by NotATeslaApp, The update also arrived alongside a hint buried in the same app version that Tesla plans to use the cabin camera to verify driver identity before FSD can be activated. Pairing identity verification with a live autonomy status indicator points toward the infrastructure Tesla is building for a fleet of driverless vehicles that owners can monitor the way you would track a package delivery.
Elon Musk
California snubs Tesla in its newly passed EV incentive that favors Rivian and Lucid
California passed a $135 million EV incentive that rewards Rivian and Lucid while sidelining Tesla
California just drew a line in the EV incentive sand to put Tesla on the wrong side of it. The state recently passed a $135 million program offering first-time electric vehicle buyers a direct incentive with no application required, but the rules were written in a way that leaves Tesla at a structural disadvantage compared to Rivian and Lucid.
The program caps eligible vehicles at $50,000 for new EVs and $25,000 for used ones. That pricing threshold rules out a significant portion of Tesla’s lineup, though some lower-priced Model 3 and Model Y configurations would still qualify. California-based automakers are exempt from the price cap entirely, regardless of what their vehicles cost. Rivian, headquartered in Irvine, and Lucid, based in the San Francisco Bay Area, both benefit from that exemption. Rivian’s R2 starts at roughly $45,000 but has versions above the cap. Lucid’s Air and Gravity start at $70,990 and $79,990 respectively, well above any threshold a non-California company would face.
California hits Tesla Cybercab and Robotaxi driverless cars with new law
Tesla built its reputation and a significant portion of its early market share in California, where EV adoption has consistently led the nation. The company operates its original factory in Fremont, California, and the state was home to Tesla’s headquarters for most of its existence. That changed in 2021 when Tesla moved its corporate headquarters to Austin, Texas. Since then, the relationship between the company and California Governor Gavin Newsom has been openly adversarial, with Musk and Newsom trading public criticism on multiple occasions.
California’s EV incentive landscape has shifted repeatedly in recent years, and Tesla has previously lost eligibility for state-level programs as its vehicles exceeded income-adjusted price thresholds. The federal $7,500 EV tax credit, which Tesla models have qualified for and lost depending on policy cycles, is no longer available after it expired without renewal, making state-level programs more meaningful to buyers than they have been in years.
The practical impact for buyers is more nuanced than the headline suggests. California residents purchasing a Tesla under $50,000 for the first time can still access the incentive. But the exemption written for California-based manufacturers is a structural advantage that rewards where a company plants its headquarters flag rather than where it builds its products, and Tesla moved that flag to Texas.
The secret behind Tesla’s Cybercab Gold goes well beyond just the color
Tesla app update makes Robotaxi ownership make a lot more sense
