Ferrari unveiled their Ferrari FF at the 2013 Geneva Auto Show. The new model comes with two mini iPads fixed to the back of the headrests of the front seats. Apple’s ‘Siri’ program has been loaded in the iPads which enables the passengers in the back seat of the car to surf on the move and control all the multimedia content. This new development reinforces Apple’s connect with the automobile sector and has made the thrilling ride in a Ferrari more tech friendly. This is the result of almost a year long collaboration but the exciting result has made both the brands feel vindicated about their decision to go in for this experiment.
Apple’s Software and Services Guru Eddie Cue Led the Project
This process was initiated last year when Ferrari head Luca di Montezemolo sat down with Apple CEO Tim Cook and decided to work together. Eddie Cue – Apple’s software and services guru took the lead in the matter and came up with the goods. The Siri integration and a couple of iPads has greatly enhanced the riding experience of a Ferrari. I think as a token of appreciation Eddie Cue has been appointed on the Board of Directors of Ferrari. The new feature has become standard for all the Ferrari FFs. And no one is complaining as the price tag of the luxury car is already rather high at $295,000. And this is the price of the basic model.
The Two Top Brands Will Work Together on Many More Projects
Ferrari’s gesture of appointing Apple’s software guru on their board is not lost on the industry and they believe that we will see more products coming out of this collaboration of top brands from their respective fields. The Ferrari FF is an all wheel drive which is a first for the Italian car maker. The iPads and its programs have become a seamless part of the design. The upgraded Ferrari enables the back seat passengers to indulge in movies, games and high speed internet access and at the same time control various other functions through the iPad. Apple has not only worked with car makers but also with yacht makers and the result was the iPad controlled Adastra Yacht in China. Technology is moving into the field of luxury decidedly. It is a welcome trend as technology enhances the luxury travel or cruise experience.