Wil on Mac360 about Apple’s problems attracting partners for Apple Car.
The company doesn’t like to share. That Google went with a struggling brand like Chrysler while Apple pursued talks with prosperous brands from Germany is also telling. For Apple, quality and control are important aspects of any product. A deal with Chrysler might have given Apple more control, but premium quality isn’t the former’s schtick.
What could Apple do?
Apple could do what Tesla did but won’t. Tesla started small with the proof-of-concept Tesla Roadster which gave the company a sporty design and some manufacturing experience and allowed the company to fly under the public radar for a few years as something of an oddity or automotive anomaly. Apple won’t have that luxury unless it hits a home run on the first pitch, or partners with someone who can help that happen. That’s why Apple needs a partner.