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Obviously, this is not cooperation. In Apple's view, this is an opportunity for you to marry into a wealthy family. Facts have proven that as long as the money is in place, people willing to help Apple build cars will always appear.

According to foreign media sources, Apple has recently officially reached a partnership with Hyundai of South Korea to jointly launch a new electric vehicle model through OEM. It plans to produce cars in the Kia plant in Georgia, the United States, and may also build a new Apple car factory. It is expected that the initial annual production will reach 100000 units, and the final annual production will reach 400000 units.

With 23.1 billion yuan, Apple has transformed the small eyes rejected by Hyundai into small stars full of eyes. The power of money has once again come into play.

In the past seven years, Apple has made cars with ups and downs.

As early as Jobs' time, Apple proposed the concept of combining "software+hardware" in car building. It was only in 2011 that Jobs suddenly passed away, and Apple's car building project ran aground until 2014, when the "Titan" project was secretly launched. In that year, TSLA just emerged in the technology industry with its ModelS, and was admired by the stars of the entire industry while gazing into the abyss while chewing glass.

"Re invent the car," like Apple's "re invent the phone," was Jobs' long-cherished wish during his lifetime. Apple either didn't do it or built a subversive car, but TSLA took the lead in this matter and Apple became passive.

Due to huge differences in internal opinions on the development direction of the project, the Titan project suffered various setbacks in the years after its launch, and was almost ruined.

In a twinkling of an eye, in 2021, although Titan is not moving much, it has actually been sneaking in. According to Morgan Stanley analysts, in 2020, Apple invested a total of $19 billion (equivalent to RMB 130 billion) in automotive research and development, while the entire automotive industry's research and development expenditure was about $80 billion to $100 billion, accounting for 25% of the entire automotive industry.

But that still doesn't change one thing. Apple has missed the best time window for car building.

In order to maintain Apple's high profit model, Apple will still continue the process of Apple's mobile phone in the car building project: independently design, independently purchase components, and then hand them over to a manufacturer for assembly and marketing.

To understand, relying on this process, Apple has dominated the position of the world's most profitable company for many years, with a 13% share of global smartphones, but taking 66% of the overall profit. Moreover, Apple is like a big ship, firmly controlling the global supply chain on board. These suppliers on the "fruit chain" are like Cinderella marrying into a wealthy family. Although the profits obtained by the suppliers are low, taking Foxconn in the assembly process as an example, its profit margin is only a pitiful 2-2.5%, but for any supplier, being kicked out of the fruit chain is an unimaginable disaster.

When Apple approached Hyundai in South Korea for negotiations, the biggest fear among some of Hyundai's top executives was that they would become another Foxconn.

"In the initial stage of cooperation, it may help enhance the brand image of Hyundai or Kia, but in the medium or long term, we only supply the outer shell of the car, and Apple is making the 'brain' of the car," a Hyundai executive told Reuters

This statement is the same as the view of Chen Hong, Chairman of SAIC Group not long ago. Chen Hong once said, "It is unacceptable for SAIC to cooperate with a third-party company such as Huawei for autonomous driving. It is like having a company provide us with a holistic solution. In this way, it becomes the soul, and SAIC becomes the body. With regard to such a result, SAIC cannot accept it. It is necessary to hold the soul in its own hands."

Perhaps it is precisely for the sake of mastering the "soul" that Apple's tempting olive branch has been rejected by many mainstream car companies such as BMW, Daimler, Toyota, Volkswagen, and Nissan. Recently, Apple has turned its cooperation intention to CATL and BYD, the two major domestic battery suppliers, on the condition that BYD and CATL establish factories in the United States, which has also been rejected.

Obviously, this is not cooperation. In Apple's view, this is an opportunity for you to marry into a wealthy family. Facts have proven that as long as the money is in place, people willing to help Apple build cars will always appear.

Why would Hyundai accept this contract?

Watching a leaf reveals autumn. Looking at Hyundai's performance in the Chinese market, it is sufficient to see the global decline trend of this once the world's fifth largest automaker.

Throughout 2020, Hyundai's global sales volume was 3744737 vehicles, a year-on-year decrease of 15.4%. It is worth mentioning that the annual revenue is 104 trillion won, and the net profit (including non-controlling interests) is only 2.12 trillion won, with a profit margin of only 2%. In the past few years, the profitability of Hyundai Motor has hovered at this level. In this way, Hyundai Motor will not reject the low profit margin allocated to Apple OEM.

In fact, within Hyundai Motor Group, there have always been two voices regarding the cooperation with Apple, and Zheng Yixuan, the chairman of Hyundai Group who officially took over from 2020, is undoubtedly a strong representative of the cooperation. After Zheng Yixuan took power, he began to implement changes to the slow and conservative modern car industry with an iron fist policy, accelerate breakthroughs in the new energy field, and transform the field of intelligent mobile travel. He set the ambitious goal of becoming the world's top three electric vehicle manufacturers by 2025, achieving a market share of 5% of global sales, and an operating profit margin of 8%.

"Hyundai's ultimate goal is not to become an auto supplier to Apple, but to become the next TSLA," said Kim Joon Sung, an analyst at Meritz Securities in Seoul

Due to the increasing pressure on the track of fuel powered vehicles, Zheng Yixuan has firmly shifted his attention to electrification and autonomous driving, and his partnership with Apple may help Hyundai refresh its traditional image and bring greater imagination to the future. However, Apple's control over the industrial chain cannot be changed by modern times. As for suppliers, once they are included in Apple's supply chain, their production lines built with Apple's investment can only serve Apple.

Judging from the reaction of the South Korean capital market, it seems that there are no optimistic expectations for this cooperation. On August 17th, Hyundai Motor Co., Ltd. fell 2.5%, with its stock price falling from 217000 won to 211500 won, lower than its closing price since January 7th. Hyundai Motor Co., Ltd. in South Korea recorded its biggest decline in more than 12 weeks. In the following two days, Hyundai Motor Co., Ltd.'s stock price continued to decline, falling to 20.15 million won.

On the other hand, after taking over Hyundai, Apple has broken the deadlock on the road to car building. In addition to Hyundai, Apple has also held negotiations with several Korean component manufacturers such as SK and LG Electronics in South Korea. Forming a Korean supply chain from electric vehicle batteries, motors, to vehicle assembly.

It is well known that Korean made lithium batteries have always been based on ternary lithium batteries. Previously, Apple preferred lithium iron phosphate batteries with lower costs. However, due to the failure to negotiate with Chinese battery suppliers, Apple may be forced to switch to ternary lithium batteries with higher costs.

According to Apple's supply chain model, it is not ruled out that Apple will develop multiple OEM partner resources together. In addition to Hyundai, mature OEM companies such as Magna and Foxconn are more likely to join the new fruit chain.

All kinds of signs have shown that Apple cars will accelerate their arrival, but one thing is certain that Apple's first product will be subversive. It cannot be just a cool car, but must be a product that brings about changes in the automotive industry, perhaps a completely autonomous vehicle.

In this sense, the arrival of Apple cars does not seem necessary until autonomous driving technology emerges from the current crisis of trust and achieves breakthrough progress and mass production.

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