General Motors (GM) recently decided to abandon Apple’s CarPlay system in all of its future electric vehicle models, opting instead to develop its own in-car infotainment system. This decision, announced two years ago, has been met with both interest and controversy, especially following the launch of the 2024 Chevy Blazer EV, which faced issues and mixed user feedback regarding the new system. So, what motivated GM to move away from the widely embraced CarPlay and invest in a custom-built system? In a recent interview with The Verge, GM’s Senior Vice President of Software and Services, Baris Cetinok, provided insight into the reasoning and vision behind this strategic shift.
Deep Integration: Offering a Seamless, Unified Experience for Drivers
Cetinok explained that, although GM’s decision to disable CarPlay was made before he joined the company, he has come to understand and support the move. “We’re not just producing devices with screens; our goal is to create a deeply integrated experience for our users,” he stated. Unlike external systems like CarPlay, GM’s strategy with its “Ultifi” platform aims to offer a fully customizable experience, from hardware to software, entirely within GM’s control.
GM believes that developing and managing the entire system themselves will allow all vehicle features—navigation, music, voice assistants, and more—to connect seamlessly with the car’s hardware. Cetinok emphasized that this “vertical integration” approach would allow GM to provide finely tuned, optimized features that go beyond mere entertainment, making it an integral part of the overall vehicle experience.
From Competition to Conviction: Focusing on a Unique GM Experience
Cetinok, having spent years at Apple working on key products like Apple Pay and Apple Wallet, is well-acquainted with the advantages of Apple’s ecosystem. Despite the popularity of CarPlay, he firmly believes GM’s independent strategy better aligns with its long-term vision.
“The easiest choice would be to adopt a ready-made system,” Cetinok acknowledged, “but we have high conviction that this level of integration will allow us to deliver a more seamless experience.” From his perspective, GM isn’t just designing cars; it’s creating a complete digital ecosystem that eliminates the friction between different systems, offering a “natural and beautiful” user experience.
Facing the Challenge: Can GM’s New System Meet User Expectations?
While Cetinok is confident in this decision, GM faces real challenges on the ground. Take the Chevy Blazer EV, for instance, where early users noted stability issues in its infotainment system. Nevertheless, the GM team remains optimistic, working continuously to update the system and meet consumers’ high standards for usability, responsiveness, and stability.
Cetinok also hinted that future features such as voice assistants and personalized recommendations might be gradually integrated into the system, bringing drivers a more intelligent and tailored experience. “What we’re building isn’t just an infotainment system; it’s a complete interactive ecosystem,” he shared. He believes that this integration will allow the vehicle to be more closely aligned with the driver’s needs, positioning GM not only as a car manufacturer but as a creator of in-car digital experiences.
Looking Forward: A Significant Bet to Win Customer Trust
For GM, this strategy is a major commitment to its own innovation capabilities. Although stepping away from CarPlay is challenging—especially given how many drivers have grown accustomed to Apple’s system—GM remains determined to keep its digital ecosystem under its own control.
Cetinok sees this decision as a showcase of GM’s commitment to independent innovation, with the ultimate goal of providing future customers with a more consistent and smooth experience. “We want to reach a point where, when you drive our car, everything just feels seamless,” he said.
This bold move by GM has undoubtedly sparked debate, but it also opens up exciting possibilities: Will GM be able to truly elevate the driver experience with its “Ultifi” system, or will it make adjustments based on market feedback? The outcome will likely be one of the most closely watched developments for GM in the coming years.
