This belongs in "Future Car" forum. I wouldn't be mad if a moderator moved it there. Sorry. OTOH, if they mention it in the ER ...
I think the balance of the future car as a backdrop to the people passively sitting inside it, rather than machine that someone has to actively operate, is somewhere in between what Tesla and Apple is doing. Apple is looking at it like an iPhone, and Tesla is looking at it like a car. I look at it more like a virtual reality conference center, and a bedroom. It is an interior functional room (with full audiovisual computational communications on every surface/eye/ear transition, and with all the cushions and safety necessary to sit or sleep) that positions itself. It's not a glorified iPhone or a sports vest, like Apple and Tesla (respectively) look at it. It's somewhere in between, and more than, what those two have revealed, so far.
So, my conclusion is that neither Apple nor Tesla is spot-on for this market segment, but that BOTH of them will be within ear's shot of it, and basically figure out how to get there eventually. Tesla is WAY ahead in the actual motive part of it. I haven't seen any compelling software from Apple lately that suggests they are anywhere near the software side this would require, despite software being their "forte" (if anything, right now, their legacy is hindrance). Both have a long way to go to achieve this, and this is ripe for a home-garage effect takeover from any side, but Tesla is in a better position to snap up that garage software company (that has a redundant EV platform) than Apple is in snapping up a garage EV car maker (that has a non-redundant software platform that Apple will want to unwisely chuck). There would be so much not-invented-here at Apple the product would be buried (software vs software). Tesla has the problem that they aren't an attractive buyer for companies (look at how they treated George Hotz).
So, I think Tesla is way ahead, and has ample room to prove they can actually win in that realm (regardless of whoever else also wins along side them), or fail, for that matter. I haven't seen my vision clearly articulated by the engineers of either company, and this is precisely the sort of thing that would be shrouded in secrecy, so I wouldn't expect to. But my intuition is that it is not 100% in action. That's either extremely high future growth because they surprise the hell out of the market with great (heretofore secret) product, or just steady as she goes current view (nothing spectacularly secret, but can clearly get to any future market segment with deft execution).