Smartphone integration with the car has gotten more closely knit with the introduction of Apple CarPlay and Android Auto for the iOS and Android mobile operating systems, allowing the car’s infotainment screen to display an interface very similar to the one seen on the mobile device itself for easier and more intuitive interaction. At least, that’s the idea.
BMW doesn’t really feel that the feature presents their buyers with enough positive attributes to justify its use over their own proprietary in-car interface - in their case, right now, it’s iDrive 6. Many automakers making more prestige products feel similarly, for varying reasons, and therefore charge an extra fee to have their infotainment systems support it.
However, at the Detroit Motor Show, Don Smith, technology product manager for BMW North America, told The Verge that BMW will likely be switching to an annual subscription model for owners to continue having access to the feature. Ironically, many other automakers, usually those selling more mass market cars, include Apple CarPlay and Android Auto as standard. Or, failing that, keeps the paywall as a one-time hurdle instead of a recurring one.
Smith’s justification to switch to a subscription-based method wasn’t exactly convincing or entirely logical, claiming that it “allows the customer to switch devices. “A lot of people buy [CarPlay] and think it’s okay, but sometimes they stop using it or switch to Android.”
He stated further that the plan would offer Apple CarPlay to be preinstalled for free for the first year of ownership, but requires a fee of $80 USD every subsequent year to keep the service. However, because infotainment systems are difficult to replace or update, it’s likely that hardware limitations will cap the number of years that BMW can offer it for a specific car.
Even now, BMW’s relationship with Apple CarPlay remains a little tense, with buyers requiring to select it as a one-time optional extra for a premium. And it should also be noted that BMW’s newest models also support wireless access to the smartphone interface instead of requiring a USB cable be plugged in.
Meanwhile, Lenore Fletcher of BMW Australia tells Drive.com.au that this subscription model is likely to find its way to cars sold locally too.
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