News

Buy Tesla or Build One: Why Apple Should Make a Car

Published

10 years ago

February 25, 2015

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.

News

Tesla launches new Model S and Model X, and the changes are slim

Tesla’s newest versions of its flagship vehicles have arrived with some slim changes.

Published

11 hours ago

June 12, 2025

Joey Klender

Credit: Tesla

Tesla has officially launched the newest versions of its flagship Model S and Model X vehicles, but the changes are pretty slim, which is something we expected when a couple cars were spotted during public testing recently.

The new “refreshed” Model S and Model X were spotted recently by The Kilowatts, and the changes appeared to be a new front camera, a new color, and only a handful of other changes.

Tesla officially announced the launch of the Model S and Model X on Thursday night, and here’s what it listed as the changes to the two vehicles:

Model S & X are now even better – launching today in the US 🇺🇸
Highlights:
– Frost Blue paint color
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– Up to 410 miles of range (Model S Long Range – our longest range Tesla yet)
– Even quieter inside: less wind + road noise & more effective Active Noise Cancellation
– New… pic.twitter.com/i4PcEklOWj
— Tesla (@Tesla) June 13, 2025

Frost Blue paint color
Up to 410 miles of range (Model S Long Range – our longest range Tesla yet)
Even quieter inside: less wind + road noise & more effective Active Noise Cancellation
New wheel designs & improved aerodynamics = more range
Front fascia camera for better visibility
Dynamic ambient lighting that brings unique animations along the dash & doors upon entry
An even smoother ride thanks to new bushings & suspension design
Adaptive driving beams
New exterior styling for Model S Plaid, optimized for high-speed stability
More space for 3rd row occupants & cargo (Model X)

We expected most of these changes, especially the new Frost Blue paint color, as it was spotted by The Kilowatts in its initial coverage of the cars being spotted a few weeks back. Here’s what it looks like officially:

Some of the changes are familiar from the Model Y Refresh, which featured the quieter interior through acoustic-lined glass, a front fascia camera, new bushings, and suspension improvements for a smoother ride.

However, Tesla did refine the Model S Plaid’s exterior for “optimized high-speed stability.” You can see the difference between the two below:

The front-end air diffusers are much deeper, and the front end is more boxy than the previous iteration of the Plaid Model S.

Here are some more images of the Model S that Tesla released in a teaser video:

: Credit: Tesla

Tesla sells such a low volume of the Model S and Model X that it was probably less than likely that the company would put endless manpower and effort into completely redesigning it. CEO Elon Musk said a few years ago that the two cars would only stay in production for “sentimental reasons.”

While they are very special to the Tesla family, they are not incredibly important to the mission of the company.

Elon Musk

Tesla owners across the globe prepare for Robotaxi launch with this neat customization

Tesla will eventually have Robotaxis worldwide. Some owners are already preparing.

Published

12 hours ago

June 12, 2025

Joey Klender

Credit: @HanChulYong | X

Tesla owners are already preparing for the company’s launch of the Robotaxi platform with a new, neat customization that is appearing around the world.

On Tuesday, the first Tesla Robotaxi test mule was spotted in Austin, where the company will launch the first driverless rides of this ride-hailing service. At first, it will be a limited rollout, reserved for a select few. CEO Elon Musk said public rides could occur as soon as June 22.

First Tesla driverless robotaxi spotted in the wild in Austin, TX

However, the Tesla Robotaxi platform is not one that will be confined to cities and geofenced to certain areas.

Eventually, Tesla will gain enough confidence to roll the Full Self-Driving software straight to every car in the customer fleet that paid for it. Owners will be able to generate income for themselves while they sleep, as the cars will operate as ride-hailing vehicles for people to use for transportation.

In an effort to prepare for the launch of Robotaxi, Tesla owners across the globe are installing Tesla’s ‘Robotaxi’ word art on their cars.

Here’s one in South Korea:

🚨ROBOTAXIS SPOTTED IN 🇰🇷SOUTH KOREA TOO! $TSLA
It’s not official, just vinyl wraps, but you should sell these!pic.twitter.com/mViKuIV96P pic.twitter.com/fuYpvuOjic
— Tesla Archive (@tesla_archive) June 12, 2025

Here’s another in the U.S.:

🚀 Transform your ride into a vision of the future with our Robotaxi sticker set. 🌟
Your Tesla isn’t just a car—it’s a symbol of innovation and style. Be the trendsetter you were born to be and let your vehicle spark inspiring conversations wherever you go. ✨😎
Grab yours… pic.twitter.com/wTJPmnsO1X
— TESBROS (@teslabros) June 12, 2025

Obviously, this is more of a symbol of support for the Robotaxi launch, but many owners are recognizing that Tesla’s Full Self-Driving software will extend to them the ability to use their personal cars as ride-hailing vehicles, becoming a part of the global fleet of self-driving chauffeurs.

These are unmodified Tesla cars coming straight from the factory, meaning that every Tesla coming out of our factories is capable of unsupervised self-driving! https://t.co/n94ln0Uas6
— Elon Musk (@elonmusk) June 10, 2025

Elon Musk

Tesla sues former Optimus engineer for stealing trade secrets

Tesla is suing a former engineer who worked on Optimus after he left and immediately started a robotics company that achieved quick development of a hand.

Published

19 hours ago

June 12, 2025

Joey Klender

Credit: Elon Musk | X

Tesla is suing former Optimus engineer Jay Li in federal court after accusing him of stealing trade secrets and using them to enable a startup he founded after he left.

Li is accused of stealing confidential files and using them to help get his company, “Proception,” off to a rocking start. Tesla says the files Li took helped his new startup “shortcut the typical development process” for robot hands, something that took Tesla years to develop and evolve.

The company said in the complaint (via Reuters):

“Through Li’s pilfering, Defendant Proception purportedly achieved in a matter of months what it has taken Tesla over four years, hundreds of employees, and billions of dollars to achieve.”

Li was an employee at Tesla for several years, working on the Optimus sensor team from 2022 to 2024. The company says it utilized and devoted “extraordinary resources” to the development of Optimus, which has come a long way since its unveiling several years ago.

Tesla Optimus to receive hands with 22 degrees of freedom later this year

Li allegedly downloaded confidential files related to Optimus’ robotic hand movement research before departing the company. He did not work on the hands at the time. However, he left and swiftly started Proception, as the suit states the company was founded just six days after he left Tesla.

Proception was gloating about its ability to build robotic hands just five months after the company was founded. Tesla says the hands have “striking similarities” to its own design for Optimus.

The company is looking for monetary damages and a court order that would block Proception from misusing the secrets it accuses Li of taking.

This is not the first suit Tesla has filed over trade secrets and confidential information theft. Recently, it accused German-Canadian dual citizen Klaus Pflugbeil of stealing battery-related secrets. He was arrested and sentenced to two years in prison.