iCar Dream Downsizes to Dashboards

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July 30 (Bloomberg) -- Bloomberg's Alan Ohnsman and Emily Chang discuss Apple's push for development projects with auto makers on Bloomberg Television's "Bloomberg West." (Source: Bloomberg)

Why has it taken apple so long to get here?

I guess only apple really knows the answer to that.

But they have had a bit of a curious relationship with automakers the past few years.

You can connect your ipod or your iphone to play or stream music, but the company was not really all that keen, it appeared, for some years, in actually doing development projects with automakers.

That has all changed.

Tim cook mother ceo, has said it is a major priority.

They very much do want to push in the siri function -- becomes more widely available this year.

And a lot more planned with the next-generation operating system, ios 7. we have seen a pretty significant change apple's attitude.

Talk to me about the competitors there already like pandora and what would've initial push we are going to see or what kind of headway apple is going to be able to make?

It is going to be interesting to see what the impact is.

As i mentioned earlier -- microsoft, qnx , a subsidiary of blackberry, they are suppliers of proprietary automotive operating systems and pandora, of course, has the lead in music streaming, audio streaming services in the car.

They are very nicely positioned at the moment.

Apple is coming in with a lot more unique content designed to work in the automobile, and they will have their own music streaming service that is coming.

We don't know a lot of details yet, but that would seem to be a direct competitor with andorra.

A lot of analysts are saying pandora is in a comfortable position and apple's entry will probably only grow the market for streaming audio, but it remains to be seen.

They are not not actually in that space just yet.

In your piece that is out today, you talked about mickey drexler and also the ceo of j.crew talking about steve jobs' dream of building an icar." that happen?

It is possible and could happen.

I am not aware there is a specific project at apple that could do that.

But some could argue the icar already exist.

The tesla model s, a lot of people refer to it as an iphone on wheels.

Perhaps it gives us some hint as to what steve jobs might have done had apple gone ahead with the vehicle program.

A car like that, the tesla model s, arguably one of the most high-tech vehicles on the market.

We will be watching as apple makes inroads into the car business.

This text has been automatically generated. It may not be 100% accurate.

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