Apple's Siri yaks in Ferrari for auto show splash
Normally, some breathtaking car model is what those attending a big auto show remember. But this year, at the Geneva Motor Show, the big winner may be Apple.
Apple didn't just introduce its new CarPlay in-car system at one of the world's most prominent shows. It did in grand fashion, demonstrating the system before huge crowds attending Ferrari, Mercedes-Benz and Volvo presentations.
They are among the first brands that will get the technology. Many other brands are signed up as well, including those that have been developing in-car systems in conjunction with other suppliers.
What high-tech maker wouldn't want to have their new product showcased first in one of the most stunning and evocative cars on the planet, the Ferrari FF sedan?
What the crowds saw was a system that integrates the Apple iPhone into the car, transferring key apps like navigation, music and others to the car's center stack and making the whole thing voice activated using Siri, the iPhone's digital guide. The icons that appear on the screen are large to minimize driver confusion and concerns about distraction. And it's intended to simple and intuitive like an iPhone.
Of course, Apple executives, including Chairman Arthur Levinson, were in Geneva to revel in the attention.
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