The trillion-hour attention economy (and where the Apple Car fits in)
It’s more than just a car, of course, and when Apple does eventually begin to sell the vehicle it is spending billions to develop, we’ll find the future of transport is as different as the future of mobile phones turned out to be with iPhone.
It’s not about vehicles, it’s about attention
What’s at stake is human attention. Think about it. A Morgan Stanley team of analysts, including noted Apple analyst Katy Huberty, estimates that by 2040 the time humans spend inside cars will reach 1.2 trillion hours a year, up from 600 billion today. (There is some evidence this may be an underestimate.)