Apple unveils Siri-based CarPlay for auto industry

Apple has rebranded its iOS in-car initiative as CarPlay as it seeks to push iOS into cars by placing its Siri voice-recognition feature at the centre of the new system.

Users would be able to safely push a button placed in an easily accessible spot to launch Siri.

They could then proceed to make calls, use Maps, listen to music and access messages hands-free. A screen built-in to the dashboard would be used to show turn-by-turn directions and other menus.

Vehicles from Ferrari, Mercedes-Benz and Volvo would come with CarPlay as an option for customers this week, while manufacturers such as BMW, Ford and Jaguar are set to launch the feature in the future. The announcement came this morning at the Geneva International Motor Show.

According to Apple's vice president of iPhone and iOS product marketing, Greg Joswiak, CarPlay had been designed from the ground up to provide drivers with an incredible experience using their iPhone in the car.

He added, iPhone users always wanted content at their fingertips and CarPlay let drivers use their iPhone in the car with minimised distraction.

He added, Apple had an an amazing line-up of auto partners rolling out CarPlay, and was thrilled it would make its debut this week in Geneva.

The system was originally announced at Apple's WWDC conference in 2013 and is aimed at connecting iPhones into in-car information and entertainment systems.

The rebranding was announced this morning at the show.

The company's Siri virtual assistant technology is key to the initiative, working as interface for drivers to allow access to their contacts, make calls and listen to voicemails, even as they read out messages and responded to voice commands.

CarPlay would also have Apple's Maps service as a key feature, with routes shown on the cars' own screen and spoken turn-by-turn directions.

Digital music would also form part of CarPlay, but it would not be limited to iTunes-only, with Spotify and US service iHeartRadio among the third-party apps that would work with it.

Apple said today it also had deals with 13 more manufacturers for CarPlay including BMW Group, Ford, General Motors, Honda, Hyundai Motor Company, Jaguar Land Rover, Kia Motors, Mitsubishi Motors, Nissan Motor Company, PSA Peugeot Citroën, Subaru, Suzuki and Toyota Motor Corp.