Apple is not building a car, duh

I told you Apple would never build its own car. 

Okay, maybe Apple wanted to. There was enough smoke around the multi-year Apple Car rumor mill to indicate a fire, somewhere, but the arguments I made in 2015 still hold true.

I outlined six reasons why Apple wouldn't build a car:

• Manufacturing complexities

• Unions

• Lack of automotive expertise

• Margins and dealerships

• Not the Apple way

• Steve Jobs was not really a car guy

As I saw it, the auto industry didn't need Apple. On the whole, it wasn't struggling: It has success, competition, innovation, and a thriving self-driving car race. The workforce and supply chain would be difficult if not impossible to control and Apple's lack of experience in this area meant it would have to learn a ton before it could even catch up to other companies — even upstarts like Tesla, who are already building and selling the cars of the future. Read more...