Apple fans who can't imagine life without their iPhones and iPads will soon be able to surround themselves with familiar technology while they're behind the wheel.
The Cupertino-based firm is now making a big push to move beyond the smart phone and tablet and into the dashboard.
The company says putting their technology in automobiles is now a major priority for the firm. Automakers including GM, Honda, Nissan and Hyundai have signed deals to integrate Apple technology into some of their vehicles.
Apple is coming late to the game. Microsoft and Blackberry already have large shares of the market, says Alan Ohnsman of Bloomberg News.
Still, the iPhone and iPad maker has some great content and compelling technology that could make them a force inside vehicles.
Plus, the push to put their technology in cars fits nicely with iTunes radio. It's a service Apple will launch in the fall to compete with streaming music platforms such as Pandora.
Still to be determined, says Ohnsman, who has written about Apple's automotive plans, is whether the company, famous for controlling every hardware and software detail, can learn to cooperate with vehicle manufacturers, who have designers and design criteria of their own.