Mercedes has announced it will launch its in-vehicle operating system, MB.OS.
As vehicle software has become increasingly important in the automotive industry, automakers have been forced to invest more in software development and upkeep. This includes Mercedes, who invested millions into a new software development wing just last year. Now the results of that investment are becoming apparent, as Mercedes announced that it will launch its own vehicle operating system, MB.OS.
There are numerous changes that Mercedes is looking to put in place with its newest software offering, but there are some more critical alterations. Foremost, with Mercedes’ dedication to autonomous driving, MB.OS is set to help the premium German brand achieve its goal of level 3 autonomy at a max speed of 80mph.
“At Mercedes-Benz, we are dedicated to building the world’s most desirable cars,” says Ola Källenius, Mercedes-Benz CEO. “Accordingly, we made the decision to be the architects of our own operating system – a unique chip-to-cloud architecture that leverages its full access to our vehicles’ hardware and software components. By combining this in-house expertise with a selection of world-class partners, we will create an outstanding customer experience, from driving assistance, navigation, and entertainment all the way to integrated charging.”
Another big addition to MB.OS is a partnership with Google. Integrating products like Google Maps and other purpose-built features will hopefully make phone integration better than ever. And while this partnership is undoubtedly the most prominent, Mercedes states it will not be the last within its MB.OS project.
More generally, the premium German automaker stated that its new infotainment system, bringing “the best of music, video, and gaming,” will be far faster and easier to use than its predecessor and will attempt to be market-leading.
The final big change will be in implementing “software-enabled revenues.” While Mercedes didn’t expressly define what these systems would look like, they will focus on selling products or services to customers via the in-car entertainment system. However, it should be noted that Mercedes has faced its fair share of backlash for selling vehicle features as a service.
MB.OS will first appear in Mercedes vehicles mid-decade alongside the company’s new vehicle architecture, MMA.
With vehicle software becoming a significant part of the driving experience and determining factor for when customers buy their vehicles, I would not be surprised if numerous brands follow Mercedes in introducing their own vehicle software. Volvo has already worked with Google on its in-car experience, and even entry-level brands like Toyota and General Motors have shown an aptitude for software investment. Hopefully, this added interest and investment from Mercedes will also spark more legacy makers to improve.
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Tesla’s Sweden standoff draws UAW support as unions widen pressure campaign
In a post shared on social media, the United Auto Workers stated that it stands with IF Metall workers who are striking against Tesla Sweden.
The United Auto Workers (UAW) has publicly expressed solidarity with Swedish union IF Metall as its strike against Tesla continues, adding international attention to the extended labor dispute in the European country.
UAW supports IF Metall’s strike
In a post shared on social media, the United Auto Workers stated that it stands with IF Metall workers who are striking against Tesla Sweden. UAW Region 8 Director Tim Smith stated that the union fully supports IF Metall’s efforts to secure a collective bargaining agreement with the automaker.
“UAW stands with IF Metall workers on strike against Tesla, fighting for a collective bargaining agreement. UAW Region 8 Director Tim Smith pledged the UAW’s full support and solidarity,” the UAW International Union stated in its post.
IF Metall launched its strike against Tesla Sweden in late 2023 over the electric car maker’s refusal to sign a collective agreement. The action has since been supported by other unions through sympathy strikes affecting ports, logistics, and service operations.
Tesla Sweden has maintained that it complies with Swedish labor laws and offers competitive pay and benefits, though the company has not publicly commented on the UAW’s latest show of support.
Tesla owners get union attention
Pro-union groups in Sweden have recently expanded their outreach beyond Tesla’s facilities and workforce. Activists have begun distributing informational leaflets against the EV maker directly on Tesla vehicles parked across Stockholm, as per a report from Swedish outlet Dagens Arbete.
The yellow slips, designed to resemble parking notices, urge regular Tesla owners to pressure the company into signing a collective agreement. Organizers involved in the effort have argued that the leaflets are intended to simply inform consumers rather than single out individual owners. When owners are present, however, activists stated that they explain the dispute verbally.
Tesla has not issued a public response regarding the leaflet distribution campaign as of writing.
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Starlink goes mainstream with first-ever SpaceX Super Bowl advertisement
SpaceX used the Super Bowl broadcast to promote Starlink, pitching the service as fast, affordable broadband available across much of the world.
SpaceX aired its first-ever Super Bowl commercial on Sunday, marking a rare move into mass-market advertising as it seeks to broaden adoption of its Starlink satellite internet service.
Starlink Super Bowl advertisement
SpaceX used the Super Bowl broadcast to promote Starlink, pitching the service as fast, affordable broadband available across much of the world.
The advertisement highlighted Starlink’s global coverage and emphasized simplified customer onboarding, stating that users can sign up for service in minutes through the company’s website or by phone in the United States.
The campaign comes as SpaceX accelerates Starlink’s commercial expansion. The satellite internet service grew its global user base in 2025 to over 9 million subscribers and entered several dozen additional markets, as per company statements.
Starlink growth and momentum
Starlink has seen notable success in numerous regions across the globe. Brazil, in particular, has become one of Starlink’s largest growth regions, recently surpassing one million users, as per Ookla data. The company has also expanded beyond residential broadband into aviation connectivity and its emerging direct-to-cellular service.
Starlink has recently offered aggressive promotions in select regions, including discounted or free hardware, waived installation fees, and reduced monthly pricing. Some regions even include free Starlink Mini for select subscribers. In parallel, SpaceX has introduced AI-driven tools to streamline customer sign-ups and service selection.
The Super Bowl appearance hints at a notable shift for Starlink, which previously relied largely on organic growth and enterprise contracts. The ad suggests SpaceX is positioning Starlink as a mainstream alternative to traditional broadband providers.
Tesla engineers deflected calls from Apple on a daily basis while the tech giant was developing its now-defunct electric vehicle program, which was known as “Project Titan.”
Back in 2022 and 2023, Apple was developing an EV in a top-secret internal fashion, hoping to launch it by 2028 with a fully autonomous driving suite.
However, Apple bailed on the project in early 2024, as Project Titan abandoned the project in an email to over 2,000 employees. The company had backtracked its expectations for the vehicle on several occasions, initially hoping to launch it with no human driving controls and only with an autonomous driving suite.
Apple canceling its EV has drawn a wide array of reactions across tech
It then planned for a 2028 launch with “limited autonomous driving.” But it seemed to be a bit of a concession at that point; Apple was not prepared to take on industry giants like Tesla.
Wedbush’s Dan Ives noted in a communication to investors that, “The writing was on the wall for Apple with a much different EV landscape forming that would have made this an uphill battle. Most of these Project Titan engineers are now all focused on AI at Apple, which is the right move.”
Apple did all it could to develop a competitive EV that would attract car buyers, including attempting to poach top talent from Tesla.
In a new podcast interview with Tesla CEO Elon Musk, it was revealed that Apple had been calling Tesla engineers nonstop during its development of the now-defunct project. Musk said the engineers “just unplugged their phones.”
Musk said in full:
“They were carpet bombing Tesla with recruiting calls. Engineers just unplugged their phones. Their opening offer without any interview would be double the compensation at Tesla.”
Interestingly, Apple had acquired some ex-Tesla employees for its project, like Senior Director of Engineering Dr. Michael Schwekutsch, who eventually left for Archer Aviation.
Tesla took no legal action against Apple for attempting to poach its employees, as it has with other companies. It came after EV rival Rivian in mid-2020, after stating an “alarming pattern” of poaching employees was noticed.
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Tesla’s Sweden standoff draws UAW support as unions widen pressure campaign
