Could Jony Ive Pull off an Apple Car?

A piece from 2015 in the New Yorker discusses Jony Ive and his love of cars:

These days, Ive flies around the world in a Gulfstream GV that Jobs once owned. He drives an Aston Martin and a Bentley. For someone whose job involves promoting a form of commodity fetishism, that’s hardly surprising.

This goes on to note that Apple would, and should only release a car if it can charge higher than commodity prices. The quality needs to be there:

Apple’s vast profits—$39.5 billion in 2014—partially disguise the fact that it operates in a manufacturing industry whose products are rapidly commoditized, and in which only market leaders make much of a return on their investments. Apple can charge higher prices than its competitors because it has a reputation, which Ive helped to create, for superior quality and superior design. If that reputation were to be tarnished, Apple’s profit margins would quickly fall.

The rest of the article is worth a read.

Photograph By Michael Kovac/Getty Images For Vanity Fair