Apple’s ambitious push to redefine the in-car experience with its next-generation CarPlay Ultra is hitting a significant roadblock as major automakers resist what they perceive as an overreach by the tech giant.

Unveiled with much fanfare, CarPlay Ultra promises a deeply integrated, Apple-like interface that takes over a vehicle’s dashboard, controlling everything from infotainment to critical vehicle functions. Yet, despite early promises of partnerships, the automotive industry is pushing back, prioritizing control over their own systems and user data.

According to AppleInsider, brands like Audi, Mercedes-Benz, and Volvo, once listed as potential partners, have explicitly stated they have no plans to adopt CarPlay Ultra. This rejection underscores a growing tension between tech companies and traditional car manufacturers, who are increasingly viewing in-car software as a battleground for customer loyalty and revenue streams through subscriptions and data collection.

The Battle for Dashboard Dominance

At the heart of this conflict is Apple’s vision for CarPlay Ultra, which extends far beyond the current iteration of CarPlay that merely mirrors iPhone apps on a car’s screen. The new system aims to fully customize the user interface, integrating with a vehicle’s hardware to display speed, fuel levels, and other critical data in Apple’s signature design language. While a trial in an Aston Martin was hailed as a success by AppleInsider, showcasing seamless integration, most automakers are wary of ceding such control.

They argue that allowing Apple to dominate the dashboard risks turning their vehicles into mere hardware shells for Apple’s ecosystem, diminishing their brand identity. Moreover, carmakers are investing heavily in proprietary software platforms, which they see as vital for differentiating their products in a competitive market and maintaining direct relationships with customers.

Data and Revenue at Stake

Another critical concern for automakers is the potential loss of user data, a goldmine for personalized services and future monetization strategies. By embedding CarPlay Ultra, Apple could gain access to valuable insights into driver behavior and preferences, data that manufacturers want to keep in-house. As reported by 9to5Mac, companies like Mercedes-Benz are particularly vocal about retaining control over their in-car systems to safeguard this information.

This standoff is not just about technology but also about the future of the automotive business model. With vehicles becoming rolling software platforms, manufacturers are banking on recurring revenue from app subscriptions and premium features, a space they are reluctant to share with Apple, whose own ecosystem is notoriously closed.

A Long Road Ahead for Apple

Despite the resistance, Apple is not backing down, continuing to tout CarPlay Ultra as the future of in-car experiences with new features rolling out in iOS 26, as noted by AppleInsider. However, the company’s missed deadlines—originally promising a 2024 rollout—highlight the challenges of aligning with an industry known for long development cycles and conservative approaches to innovation.

For now, the adoption of CarPlay Ultra remains limited, with only niche players like Aston Martin embracing it. The broader automotive sector’s rejection signals a pivotal moment for Apple, which must navigate these partnerships carefully to avoid alienating a key market. Whether this resistance will force Apple to rethink its strategy or double down on its vision remains to be seen, but one thing is clear: the dashboard is the new frontier in the tech-auto rivalry.