The 2035 Vulcan is an Apple-branded EV concept, encompassing the dashboard and front seats, incorporating forward-thinking, seamless user experiences that maintain support for Apple's existing product/software ecosystem.
This project is a conceptual design exercise and is not officially affiliated with or endorsed by Apple Inc. In addition, myself and my team are not employed by, or affiliated with, Apple Inc. All trademarks and copyrights are the property of their respective owners. Any images used are displayed for illustrative and/or research purposes.
As cars and technology evolve, integrating personal devices and experiences into the driving environment often feels clunky, especially as the divide between car manufacturers and technology companies continues to grow.
©HotCars 2024
How can we create an in-car experience that feels as authentically “Apple” as the devices in our pockets — integrated, simple, and visually consistent?
We analyzed, in-depth, 12 vehicles (plus 1 more deeper analysis) to get a sense for the ways car manufacturers are solving problems and crafting experiences.
Some new features are surprisingly poorly integrated and, beyond simply impacting safety, can create an awful experience for drivers. For instance, drivers have been growing frustrated by the increasing use of touch screens, but Tesla takes it to an extreme where they’ve moved almost every single aspect of the dashboard into a single touch screen in the center of the dashboard.
None of the vehicles we reviewed had complete ownership over their digital design, instead contracting with Apple and Google for services like CarPlay and Android Auto. Since each service has their own design guidelines and requirements, the result is a clash of multiple visual design languages.
Many manufacturers are fully willing to explore new ways of displaying information or integrating new technologies. Some features are more easily adapted while others are too new to really be a benefit. For instance, this thin, interior strip of lights mounted under the windshield of VW’s ID.4 is supposed to provide feedback to but is too limited to provide meaningful assistance.
We looked at how Apple currently handles transitioning between devices with a series of features under the umbrella of Continuity. This feature, called Handoff, allows eligible apps to be moved, mid-process, to another Apple device.
Apple works very hard to ensure their product line is interconnected.
Apple wants the VR space to be it’s own 'tangible' space that can augment and empower both real-world and digital interactions. They’ve evolved their design system (shown above) to work better in 3-dimensional spaces and have also researched how to utilize the series of outward-facing cameras for better perception and recognition of tiny hand gestures and motions.
Apple is actively trying to make practical use of mixed reality technologies.
Any concept we come up with would have to support Apple’s other products and services with clear connections between them.
While developing a car, Apple would assuredly take advantage of the totality of space within to explore new interactions.
We also noted the need for any concepts to not only work alongside the other products but for the experience, apps, and services to be fully integrated and seamless.
This is Tina, a divorcee working as an astrophysicist in Los Angeles. With her son going to college, she has more time to spend on herself, with her dog, and with her friends.
We brainstormed what the ideal day of Tina, as a new Apple Car owner, could look like, taking into consideration her life and needs.
"Continuous" OS/experience between devices when getting into your car.
Apple Wallet can have a "car profile" to remember preferences when moving between cars.
Color highlights for autonomous features, with ambient lights to highlight when in use.
Mixed reality integration for in-car working space, like with Apple Vision.
Reinforce your car as a personal, third space with features like using your trunk for deliveries.
We went through a series of brainstorming exercises ranging from journey maps to lotus blossoms, and ended up writing out a variety of text-based scenarios. After several discussions, and refining some of these scenarios, these are the directions that we agreed were both the most exciting but also the most plausible.
One of the major things that people are averse to is seeing “Settings” pages when talking about a new feature or concept. With that in mind, I made a quick proof of concept just to show what a user might actually encounter during the actual event.
As a team, we realized we would need a “home” for our concepts to work from, and agreed on a long, narrow screen for the meter with an iPad-sized screen for the center console, utilizing MagSafe connections to use whatever sized screens the owner would prefer.
With a revised concept of how the transition should actually occur, it quickly became apparent that the active process should take precedence over other tasks, i.e. a FaceTime call should become, hierarchically, the most important active app on the screen. With that in mind, we needed a way to move other apps out of the way.
Since the phone can be placed on the MagSafe dock and used as an additional screen, we can move the clock off of the main screen’s Tab Bar. This gives us plentiful space to move apps to the Tab Bar to form the equivalent of the Dock, which is in familiar use on many other Apple devices. This change means that the active process can now utilize the entirety of the screen.
With the clock moved to the phone, we have space to move and rearrange app icons and shortcuts into the equivalent of a Dock within the existing Tab Bar.
It took some time for the design system to really come together. We started with colors, since Apple has a really well defined color system. In the context of vehicles, however, colors have really important meanings. We set up our color system to set aside alert colors (red, orange, and yellow) as well as the normal vs. autonomous colors (blue and purple) so we could start figuring out the rest of our available options and uses.
To reflect the combined heritage of Apple’s iOS and Apple Vision design systems, there’s a strong use of cards to define layouts, iconography, and rounded visual language for clickable items.
Like many of Apple’s features (such as Apple ID and Continuity) the magic is happening behind the scenes, and adjustments have to be made in Settings and Profiles. Showing a Settings page is a boring way to promote a new concept, especially because it’s not the part that will be most interacted with. This prototype shows how the actual user experience will play out.
Our original brief was to design for 2035. To be perfectly honest, we found it incredibly difficult to design for a release 10 years from now. Although we understand that the development timeline for cars is around 5 years, has so many moving parts, and can constantly change considerations, it’s completely atypical for most product/UX/UI design timelines. To be honest, it’s something that I would be really eager to explore more, simply because of the differences to other development pipelines.
Regarding the design, we kept it a little closer to current design trends and features than will probably be in use in 2035. There are also a lot of aspects we wanted to keep iterating on, like more versions of the center screen’s Tab Bar, adding an information bar for things like battery info and range, utilizing secondary screens (e.g. a docked phone) as a controller for quick app access, and more. Some of my teammates decided to continue working on the project afterwards and you can see that on their respective websites.