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Why this could be the perfect time for Apple to make a car play

While the automotive and technology worlds have been pouring billions into autonomous vehicles (AVs) and preparing to bring them to market soon as shared robo-taxis, Apple has mostly sat on the sidelines. Of course, Apple is the last company to ever make its intentions known, and the super-secret tech cult giant hasn't been totally out of the AV game based on the clues that have slipped out of its Cupertino, Calif., citadel over the past few years. Related: Apple self-driving cars are real — one was just in an accident News first broke in 2015 that it had assembled an automotive development team, in part by poaching high-profile talent from car companies, to work on a top-secret self-driving vehicle project code-named Titan. (Thank you very much, Nissan.) Apple also subsequently broke cover by making inquiries into using a Northern California AV testing facility and receiving a permit to test AVs on public roads in California. But then as the AV race started to heat up in the last few years, Apple reportedly began scaling back its car activities by downsizing team Titan. More recently, Apple's car project has shown signs of life with the hiring a high-level engineer away from Waymo and luring one Tesla's top engineers and a former employee back to Apple. It also inked a deal with Volkswagen to provide a technology platform and software to convert the automaker's new T6 Transporter vans into autonomous shuttles for employees at tech company's new campus. That is a far cry from giving rides to Wal-Mart shoppers, like Waymo is doing as part of its AV testing in Phoenix. But this could be the perfect time for Apple to enter the AV market now that ride-sharing is reaching critical mass and automakers and others are planning to deploy fleets of robo-taxis. Apple could easily establish a niche as a high-end ride-sharing service – and charge a premium – given its cult-like brand loyalty and design savvy. The growth of car subscription models could also play in Apple's favor since is already has many people hooked on paying for phones in monthly installments – and eager to upgrade when a new and better model becomes available. To achieve this, some believe Apple will fulfill co-founder and CEO Steve Job's dream of building a car. And as the world's first and only $1 trillion company it's sitting on a mountain of cash that certainly gives it the means. But other tech darlings like Tesla and Google have discovered how difficult it can be to build cars at scale.

BMW introducing i8 to US with Hello Future Olympics ad

It's not all unfinished hotel rooms and unconventional toilet situations at the Sochi 2014 Olympic Winter Games. During the broadcast of the opening ceremony tonight, BMW is going to introduce the American TV audience to its plug-in i brand of vehicles. Of course, since we have things like Twitter and YouTube (which the Russian hosts might not be too happy about), you can already see the first spot below. BMW is going all-in on its Olympics ads, saying the campaign is the company's "largest media investment of the year." The first ad, called Hello Future, sets the words of science fiction author Arthur C. Clarke to an array of futuristic cityscape visuals before flashing the i8 onto the screen. Two other spots – called SHHH and Sightings – will also debut during the Games. Those have not yet been placed online, but BMW says that Sightings is about people "trying to describe something they have never seen before; something remarkable and other-worldly" (i.e., the plug-in i8). SHHH, on the other hand, is a short romance, about a "boy who sneaks out in his dad's quiet and all-electric BMW i3 as he tries to impress his dream-girl with the ultimate joyride. In the end, the joyride helps him win the girl." There's a twist, of course, which you can read about in the press release below or just wait until it appears on screen, trying to break through the banal advertising landscape, over the next few weeks. BMW has other connections to the Sochi Olympics as well, including designing the two-man bobsled used by the US Olympic team. There's a contest running regarding that project over on BMWTimeTracker. BMW Debuts BMW i Brand Campaign During NBC's Broadcast of the Sochi 2014 Olympic Winter Games First-Ever U.S. Television Commercials for BMW i to Begin Airing on February 7. WOODCLIFF LAKE, N.J., Feb. 7, 2014 /PRNewswire/ -- BMW of North America, the Official Mobility Partner of the United States Olympic Committee (USOC), will tune into the Opening Ceremony of the Sochi 2014 Olympic Winter Games tonight at 7:30pm ET on NBC, which is expected to be one of the most-watched television events of 2014. During NBC's broadcast of the event, BMW is officially launching the brand campaign for the revolutionary BMW i brand with its largest media investment of the year.

BMW Smart Charging App helps drivers charge for less

As electric vehicles proliferate and people try to conserve energy, moves toward smart charging seem only natural. Now, BMW is offering smarter charging, and it should mean more money in the pockets of its customers when they charge at home. BMW owners who drive one of the company's i vehicles will be able to use the BMW Smart Charging App that taps into a national energy rate database (powered by Genability) to allow drivers to automate charging during off-peak hours when electricity usage costs are lower. Charging vehicles at these lower rates could save drivers as much as $400 a year, BMW says. It's a simple idea, but one that could make BMW's EVs even more attractive to potential customers. The BMW Smart Charging App is initially available to customers who have leased a BMW ActiveE from the company's 2012 test fleet, a group whom BMW dubs Electronauts, and many of whom are also early adopters of the BMW i3. The app will then become available to all BMW i3 and i8 customers beginning in 2015. The Smart Charging App is integrated with the BMW i Remote App, which links with the BMW ConnectedDrive interface to also allow drivers to monitor charging times and vehicle status, adjust charging settings and even adjust vehicle temperature so the car is ready before the driver gets in the vehicle. The Smart Charging App is available for iOS and Android devices. Find more information in the press release from BMW below. BMW Launches First App to Automate the Home Charging Process for BMW i Electric Vehicles. 09.06.2014 BMW Smart Charging App Determines Optimal Times for Charging Electric Vehicles Based on Rates and Calculates Cost. Woodcliff Lake, NJ – June 9, 2014... The new BMW Smart Charging App makes it possible for BMW i customers to automatically identify the best rates and times for charging their electric vehicles at home. Developed by the BMW Group and available for Android and iOS devices, the BMW Smart Charging App is integrated with the BMW i Remote App, which allows drivers to get vehicle information via their smartphone. The BMW Smart Charging App has the potential to save customers as much as $400 annually on their electric bills. BMW is the first automotive manufacturer to offer this automated and fully integrated functionality. In its initial phase, the BMW Smart Charging App is currently available to BMW Electronauts.