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As a result of declining market share, or more specifically, of declining revenues from the sale of iPhones, it’s been strongly suggested that Apple might be entering a different environment to test its fortunes. While a deal is yet to happen, a meeting between Tesla CEO Elon Musk and Adrian Perica, who is the head of Mergers and Acquisitions for Apple, has sparked off a live rumour that Apple might be acquiring the electronic car-maker. Even though it’s only a rumour at this stage, things would definitely get very eye-catching if Apple jumped ship and entered the motorsports world.
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Disclaimer: The following has been written only in response to the rumour spread around the world as to what would happen to the automobile industry if a giant like Apple entered the field, and should be read with a pinch of salt.
Formula E and the presence of Apple:
Although Bernie Ecclestone has tipped off ZoneOne Radio that Formula E organisers are entering the field only for making a few quid and that the sport will reach its demise in a matter of time, Formula E sounds like an inspiring series, and will likely be on par with Formula 1 in a few years from now.
“For them (the organisers) it’s a commercial thing. One or two of them are going to make a few quid and that will be the end of it, I can’t see it ever working. I know how much it costs to put a street race together” – Ecclestone
Electric cars have a bad reputation, and it was of much irony that the series has managed to attract quite a few solid names in the industry who were willing to field their own entity in this innovative series. The first few teams that were announced were rich in experience either on going green with their initiatives of racing or were just experienced campaigners of the sport.
We have Drayson Racing, who are the leaders of promoting the EV technology in many motorsports series across the globe; they are also acting as the advisors of Formula E along with testing of the Formula E car. Andretti Autosport, Audi Sport ABT, Dragon Racing along with China Racing are rich in motorsport experience. China Racing have gone a step ahead and confirmed that they are planning to be a constructor within three years with the support of Chinese EV manufacturers. Super Aguri isn’t an unknown brand either; they are well-known for flirting with Formula 1 for a brief period. Formula E will be an ideal battlefield for Aguri Suzuki and his small but efficient team. The Indian team on the grid, Mahindra Racing, is a formidable force in the automotive field with their well-known Mahindra Reva brand.
According to some critics, the three specifically developed teams of the sport are probably the weakest of the lot, but they offer a lot of firepower as well. The technology giant Virgin, known for many things including Formula 1, along with e-Dams Formula E team led by Alain Prost and Jean-Paul Driot, are the ones who might be on the backfoot in the initial stages, but they are backed by heavyweights, and they are the dark horses of the sport. Venturi Grand Prix, led by the man who forever seems to be one step short of winning the Oscars – Leonardo DiCaprio – in partnership with Venturi Automobiles, who hold the record for land speed on electric vehicles, have confirmed their prospects of becoming a full fledged constructor from the second season.
The grid does look strong, and the car which was unveiled recently and which is said to be used by the teams for the first season promises ground-breaking specifications minus the sound. As shown in the promotional videos, the car is capable of performing donuts for those who are curious, although it would take quite a while for it to reach the speed and the reliability of its other motorsport cousins. The series is an open championship under the regulations set by the FIA, and that’s where it gets interesting.
Again, switching back to the topic. The series has prominent names from the industry, along with a couple of independent teams, but the name Apple would bring considerably more visibility to the series, and the entire flock associated with the series would benefit due to the rich commercial aspects. Also, upon gaining a solid reputation in the motorsport arena, Apple could eventually buy out an automotive manufacturer, and transfer the knowledge that they have acquired in the process to the cars that will hit the road.
Apple could benefit from taking part in a series like Formula E on a wide array of dots, as technology is a vital part of Formula E, and this could very well affect Apple’s products as well.
Battery life: Although the Formula E car that was unveiled, the SRT_01E, promised some amazing specifications, it has to be noted that battery is a primary concern as it is set to last only 20 minutes. With the open competition in mind, and with the history of products that were exchanged from the track to the commercial roads, this area will be significantly developed in a couple of years. Apple could massively gain from this development or could actually lead the development to ensure that it stays on top by undercutting some regulations, and the knowledge gained here could eventually be transformed to other iDevices, especially the iPhones, which don’t have a great battery life.
Bound by regulations: This is one reason why Apple would never think of messing with motorsports. Apple sets the benchmarks, and working under regulations would be a very big task for Apple. In other words, it would be a strange feeling for some of us to see the likes of Apple following the trend-setters. However, working under regulations could teach Apple several things, including the art of discipline, and this would very well work in the consumers’ favour, as Apple probably would mind changing the accessories as often as it does these days.
Also, most importantly, the cars will have to be developed to stay ahead of competition, and this will also affect the product cycle of Apple products, as the company’s policy of evolution will be ditched in favour of a complete revolution.
It’s also worth noting that the day Apple enters the sport, the series and the company would both mutually benefit in numerous ways. Some of them include:
Advertisments: Knowing Apple and their massive advertising campaigns, the series would be promoted in such a way that it’s an escape route from other motorsport series.
Various governments would back the series: There’s a high chance that Apple’s under-the-table activities would come into effect, and various governments, especially in the West, will back this series, and this in turn would raise the sales of electric vehicles as numerous other subsidiaries would eventually come into play.
Fan clubs: Its drivers would be the elite members, and the series could very well become the favourite hobby, passion and life of some fans who had never watched motorsports before. Also, they could take on the fans from other series, especially Formula 1, by pointing out the environment hassles that are created by Formula 1.
Formula E does have some amazing names on the grid, but a giant like Apple entering the grid would be an extra bonus. Apple is cash-rich, and despite the fact that Formula E is a motorsport series that Apple is no way related to, the association could very well be successful due to the fact that technology is an integral part of Formula E.
