So, despite Steve Jobs's prior dreams of an Apple iCar, Apple's decision to offer iOS integration to as many car manufacturers as possible may be an attempt to get in early on a potentially large market. That Google is doing the same should come as no surprise.
Though it's too soon to tell who will succeed or fail in the market, the research suggests that it could be a big opportunity for both. Brennan says IDC research suggests that all future vehicles will incorporate "infotainment" systems and access to mobile apps.
Even more promising for the market is that consumers are already willing to pay for in-car connectivity. Brennan says 50% of IDC's survey respondents said an annual fee of $24 to $60 would be "reasonable" for connected and emergency in-car services. Thirty-five percent said these services should be available for free.
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