Margins in the auto industry are tight and manufacturers are seeing software as their saviour. Hence we see software features allowing you to 'subscribe' to e.g. heated seats. There's hope in auto manufacturers for the "Smart TV play" where owner/driver analytics (anonymous and otherwise) can be sold on. Then there are hoped-for kickbacks from in-car infomercials advising drivers to replace consumables like tyres via a manufacturer-linked outlet. This is why car manufacturers fixate on their own software and yet car software will become more and more dysfunctional for the end user as they're the 'mark' not the customer. It could be hugely profitable for Apple to take over the space, but that would be at the expense of the car manufacturers' dreams of software-driven increase in margins, so I wouldn't bet on them signing up soon.