Most people watching the tech sector said it had to happen sooner or later. Now, it looks like the “iCar” may be sooner than anyone really expected. Apple is finally in the race to develop the first consumer-friendly self-driving car. And, as is their habit, the company landed in the market with a massive splash.

California’s DMV awarded Apple a permit to design and test a self-driving car on public roads in the state. According to the Associated Press, the permit will allow Apple to test self-driving car tech in Lexus RX 450h hybrid SUVs. While there will be drivers in the vehicles in case something goes wrong, Apple is expecting the tests to position them among the leaders in the race.

If successful, where will the company go from there? There’s no telling, and Apple sure isn’t saying. They may develop lines of self-driving tech for other automakers, or they may even try to produce their own vehicle, the iCar perhaps.

And, of course, being Apple, the company is looking beyond transportation, releasing a statement that the company is exploring other potential applications for self-driving tech. The notion that Apple might be working on its own car is not that far-fetched, seeing as how the company brought in former Ford executive, Steve Kenner, to run its self-driving product integrity division.

Poaching a former automaker executive could be a signal that Apple has designs beyond making the tech for other automakers, or it may just be a window into how automakers work and think to help the brand open channels and make distribution deals.

And count Apple among the companies that believe self-driving cars will be a major time saver and safety feature. One of the most common pitches for self-driving cars hurled at doubters is the twin ideas that self-driving cars will mean fewer cars on the road, fewer accidents and safer overall driving conditions.

Apple certainly needs the solid PR push. Once the go-to brand for tech innovation, Apple has become almost mundane in recent years. The company hasn’t really made a splash since the iPad back in 2010, and slumping sales in the tablet market means Apple needs something more than another size of iPad to get back on top of the tech wave of the future.

And this is happening as those watching the absolute cutting edge of consumer tech are already saying the days of the smartphone are coming to an end. While no one is really saying what comes next, everyone agrees, the smartphone has plateaued and will need to evolve to keep people interested.

Ronn Torossian is the founder and CEO of 5WPR and one of the most well-respected Public Relations professionals in the United States.

 

Read more from Ronn Torossian:

Ronn Torossian on Forbes
Ronn Torossian on Medium
Ronn Torossian on LinkedIn
5WPR, Public Relations Insights & PR Firm
Ronn Torossian on Business Insider

SHARE
Previous articleAmazon Attacks Another Market Segment: Business Supplies
Next articleVinyl Comeback Making Record Stores Pay Again
Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.