Marginalizing the auto industry by looking inside

The modern day automobile is not intuitive. Drivers need to learn to operate an automobile. Passengers have to conform to a car’s existing seating arrangement with only marginal modification. Software has the potential to change all of these limitations. While Tesla has become a pioneer in electric vehicles and BMW continues to slowly build momentum in the space, both companies have not actually altered the automobile’s fundamental purpose.

Great piece by Neil Cybart on how Apple uses design as an asset to marginalize industries.