The Battle For the Connected Car Between Google and Apple Intensifies

The epic battle for dominance in the smartphone market between tech giants Google and Apple has been going on for years now, and it doesn't seem like it's going to end anytime soon, but even though this war is far from over, they have already engaged in a new arms race, which promises to be even more intense. Cars are expected to become the next battleground for the tech companies, as they intend to become major players in the connected vehicle market.

With in-car connectivity becoming one of the most significant factors that car buyers take into account when deciding which car to purchase, Google and Apple are beginning to look at motor vehicles as an excellent new platform for them. They are poised to make their presence felt in the connected car, motivated by the fact that it's a fast-growing market, which according to some estimates, should be worth about $98 billion by 2018.

According to a recent analysis conducted by Accenture, one of the world's largest consulting firms, as much as 39% of car buyers in the U.S. consider in-car technology to be the most important factor in their car purchasing decisions. This is great news for tech companies, as it means that the demand for software for cars is definitely going to grow. That's why they have already filed numerous patents that have to do with in-car technology, such as navigation tools, in-car voice control, and all kinds of entertainment apps.

Both companies have established partnerships with multiple car makers in an effort to speed up their penetration into the connected car market. Google has partnered up with German car maker Audi, with plans to develop an infotainment system that will be based on Google's Android operating system. This system is supposed to provide drivers with navigation, traffic information, as well as entertainment, giving drives access to various Google apps and services through their car's dashboards. In addition to Audi, Google provides navigation services to Toyota, as well as electric car manufacturer Tesla.

The most recent step Google took in order to further promote Android integration into cars is the creation of the Open Automotive Alliance, which includes GM, Honda, Hyundai, Audi, and graphics processor manufacturer Nvidia. The Alliance's main goal is to enhance Android integration and allow drivers to use Google's services while behind the wheel in a safe manner, without creating driver distractions.

Apple, for its part, is collaborating with Ferrari, Volvo, Kia, Nissan, Mercedes, Lexus, Jaguar, Hyundai and Honda, trying to boost iOS car integration. Their plan is to offer seamless integration of various Apple devices, including their smartphones and tablets, into cars' dashboards, providing maps, as well as hands-free text messaging and phone calls. One of the most important objectives of the collaboration between Apple and car manufacturers is the implementation of the Siri Hands Free feature into cars, which is supposed to allow drivers to make phone calls and compose and send text messages via voice commands.

Even though this latest battle between Google and Apple has started only recently, it's clear that it's going to be as epic as their smartphone battle, and it will only intensify their rivalry in the future, with no strong indications at the moment as to who is the favorite for establishing dominance in this market, where they are expected to face some pretty fierce competition.