Apple have only released two truly innovative products the iPod and iPhone (okay that's going to be challenged) The other products have either been extensions of this technology (eg iPad) or generally well made if expensive equipment. Apple are also responsible for introducing the concept of "apps" to the world as low$ chargeable games/utilities etc. (actually I think this is one of the most startling of concepts especially as I dont think its success was ever predicted even by Apple themselves) They are also undoubtedly the smartest marketing company in the world. Apple sure aren't heading into the automotive market as an also ran, and inevitably their products will command a substantial premium. So what is Apple's killer concept for cars going to be? UI - well they could improve on this but really it is incremental these days with current tech Power source - anything they do will have to be a ZEV; batteries are obvious but they have been rumoured strongly to be looking at fuel cells. On a micro scale these could work, but Hydrogen deployment to the masses for automotive is a fanciful at the moment Construction - BMW and others already using advanced composites so limited gains here How about city vehicles/pods summoned from your iPhone that link up into self driving chains (suspect Google is looking at this too) and this kind of PRT is long overdue?