BMW CEO Thinks His Company and Apple Have Something in Common

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Apple CarBMW CEO Harald Krueger told German newspaper Sueddeutsche Zeitung (via Reuters) that having a strong brand makes "BMW Group and Apple very similar." The comment came in response to the newspaper asking if the executive if he saw Apple as a potential partner.

"Let me answer in general terms," Mr. Krueger said. "There is something which makes BMW Group and Apple very similar. Both are companies with strong brands."

The broader context of the conversation was talks that reportedly were going on between Apple and BMW when Mr. Krueger came to power at the car company. Mr. Krueger said he was open to working with technology firms to make the cars of the future.

"Fundamentally," he stipulated, "both partners need to profit from the cooperation, otherwise it will not last. And both companies need to share the same principles, for example with regard to data security."

Apple is known to be working on its own car, and one of the rumors that has sprung up around this reality is that Apple could partner with BMW to do so. Apple CEO Tim Cook visited BMW headquarters in 2014 to learn about how BMW makes its I3 electric car.

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Ultimately, I'd be shocked if Apple partnered with any other legacy car company to develop the Apple Car. Should that car ever be released, Apple seems likely to outsource manufacturing in one capacity or another, but development and design of an Apple Car is not likely to be done with outside partners.

That's just not how Apple works.

That doesn't mean that Apple can't also work with car companies on the software side of things, especially when it comes to iOS integration in automobiles. While Apple and BMW have a lot in common in many ways, including their brands, Apple doesn't do co-branded products.

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Comments

Lee Dronick

Tim Cook - “And here to introduce the BMW Apfel is Kudas Junge!”

vpndev

I would be happy if Herr Kruger would just get his software engineers to fix the many-years-now problems that his cars have with iPod/iPhone and audio.

Lee Dronick

I would be happy if Herr Kruger would just get his software engineers to fix the many-years-now problems that his cars have with iPod/iPhone and audio.

Apfel will take care of that smile

iJack

Daimler Benz AMG.

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