As technology gets more and more sophisticated, self-driving vehicles are becoming a more realistic option for the average consumer. And with Apple’s recent announcement, it seems like the tech giant is throwing their hat into the ring as well.

With that in mind, what can people expect from Apple in the next few years? Are fully autonomous vehicles a viable possibility in the near future?

Lauren Fix, the sector analyst of automotive tech and trends at Car Coach Reports, meets with Daniel Litwin, MarketScale’s Voice of B2B, to provide her insights.

There’s a lot of things to consider when breaking into self-driving technology and the automotive industry, even for a company with as many resources as Apple does. From government regulations and car insurance policies to cybersecurity concerns and weather conditions, the technology company certainly has huge hurdles to overcome.

“Remember that most cars available today have Apple CarPlay and that that technology has become pretty much standard. So selling to every brand is probably more financially viable than creating your own brand and competing against those that you sell Apple CarPlay to,” said Fix.

How automotive AI addresses real-life decision-making in risky situations is another thing to keep in mind. “You as a person, you’re going to make a decision based on what you see, your experiences, your thought process,” Fix explained. Cars simply can’t make decisions the way people can.

“These are factors that will definitely be in play before you see any Level 5 technology,” revealed Fix. “And that may be the reason why we’ll never see autonomous cars.”

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