2008 Mini Cooper S Turbo, Panoramic Sunroof, Mellow Yellow, Sport Pkg on 2040-cars

Auto blog

Why BMW doesn't plan to integrate Apple's iOS in the Car

While watching Apple introduce iOS in the Car during its WWDC keynote on Monday, we wondered how automakers, even the 14 who've already signed up to integrate this new in-car functionality of iOS 7, will feel about having the Cupertino company's mobile operating system supplant their own in-car systems. After all, some OEMs like Ford, General Motors and many luxury automakers have sunk millions of dollars into developing their own advanced infotainment, navigation and communication platforms like MyFord Touch, CUE and older systems like iDrive.
One automaker has now spoken up. A BMW spokeperson was interviewed by someone in the news department of British auto dealer group Arnold Clark and confirmed that the company would not be getting in line to integrate iOS in the Car anytime soon. The reason, as we suspected, is that BMW believes its own products developed over the last decade are both plenty good and already so deeply integrated with other systems of the car that, as told to Arnold Clark, "it would not be that straightforward to start changing all of the architecture of a car as has been implied [by Apple]."
While BMW isn't interested in spending more money to integrate Apple's services and functionality over its own, it has spent a good bit already to integrate iPhone functionality in its cars, including the relatively rare ability to support iPod Out and display Apple's own interface on Mini models with the optional Mini Connected feature, as well as committing to integrate Siri 'Eyes Free' functionality.

2014 Mini Cooper

If I had a dollar for every time I heard someone from Mini refer to 'go-kart-like handling,' I'd be retired, living on a beautiful piece of coastline somewhere in the Caribbean. Perhaps even on the shores of Puerto Rico, where Mini chose to launch its latest Cooper and Cooper S hatchbacks. As with so many frequently used phrases, though, there is indeed some truth to the cliché - while the Mini Cooper has never actually handled quite like a go kart, it has always had a certain directness in its movements, reacting to steering inputs with an immediacy and fervor unlike most any other automobile meant primarily for the street.
Combine those unique driving dynamics with a sense of fun that permeates the entire brand from pre-sales marketing to the actual sales process itself and you end up with a marketplace success. As an ex-Mini owner myself (a 2009 Cooper S Convertible), I can attest to the kinship felt between fellow Mini drivers who share in the knowledge that they are having more fun than the poor appliance-driving masses sharing the highways and byways of these United States. It's no surprise that the style-conscious US continues to be the marque's single largest market year after year.
This enviable brand perception hasn't been attained without its own fair share of flaws, however. Though the quirky design and massively customizable bits and pieces that have made up the Mini brand's interior philosophy since it was reborn in 2001 have proven somewhat endearing, the Cooper Hardtop's ergonomics have always been an unmitigated disaster. Plus, this is a very small car, with a rear seat that's practically uninhabitable by adult-size occupants. While that adjective seemingly goes hand-in-hand with the brand's name, the modern Cooper has never been as ingeniously packaged as its 1959 forbearer, which offered up as much interior space as possible through innovative engineering and minimalist design. Further, parent company BMW has positioned Mini as a premium brand, so the Cooper's diminutive size has never equated to low prices. And for being such a small car, the Cooper historically hasn't been well-known for its fuel efficiency.

2014 Mini Cooper goes to the dogs

We wouldn't buy a car to make a dog happy, but Mini's latest commercial, Bullheaded, would have you believe that dogs like the new 2014 Cooper as much as humans. Regardless of the commercial's target audience (Spike The Bulldog, or his owner?), it does show a couple new tidbits about the car, such as the new center dial touchscreen, ambient lighting and the nifty tinted pop-up display on top of the dashboard that reminds us of the head-up display on the new Mazda3.
Head below to watch Spike and his owner drive the Mini in Downtown Los Angeles (and the back lots of Paramount), and to get a behind-the-scenes look at how the commercial was made.