--- title: Why Big Tech wants to be in your car so badly - The Hustle description: What happens when we can do stuff in cars other than driving? image: https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/518482098-HS-News-Brief_2022-06-15T225657.217Z.webp --- # Why Big Tech wants to be in your car so badly ![Jacob Cohen](https://thehustle.co/wp-content/uploads/2021/01/IMG_5670-1-modified-768x768.png?width=48&height=48&name=IMG_5670-1-modified-768x768.png) [Jacob Cohen](https://hs-sbup.thehustle.co/author/jacob-cohen) [Jacob Cohen Twitter profile ](https://twitter.com/ImJacobCohen) Published: June 16, 2022 Updated: October 11, 2023 Last week, Apple unveiled updates to its CarPlay software — available on [98%](https://www.theverge.com/2022/6/6/23156741/ios-16-carplay-apple-wwdc-hvac-deeper-integration) of new cars — that expand its reach to the furthest ends of a car’s instrument panel. ![Why Big Tech wants to be in your car so badly](https://hs-sbup.thehustle.co/hs-fs/hubfs/The%20Hustle%20News/Assets/Images/518482098-HS-News-Brief_2022-06-15T225657.217Z.webp?width=595&height=400&name=518482098-HS-News-Brief_2022-06-15T225657.217Z.webp) Amazon and Buick are streaming [commercials](https://www.youtube.com/watch?v=bvkrqnfE2fA) showing a dad confusing his family’s car for an Alexa (which is built in). The YouTube comments are… harsh. Google, too, is working on software — the Android Automotive operating system (AAOS) — which research firm Gartner predicts will power [70%](https://www.gartner.com/en/newsroom/press-releases/2022-02-17-gartner-identifies-top-five-automotive-technology-trends-for-2022) of cars by 2028. **What’s the deal with these tech companies jumping in?** Consider this: The first time you’re driven by an autonomous car — something that could become normal in [20-30](https://www.mckinsey.com/industries/automotive-and-assembly/our-insights/ten-ways-autonomous-driving-could-redefine-the-automotive-world) years — you’re bewildered. The 10th time? Old news. And, after the novelty wears off, you’ll check your phone and, who knows, eat a sandwich? Have sex in your automated car? [Studies](https://thenextweb.com/news/report-people-are-going-to-have-a-lot-of-sex-in-self-driving-cars) seem to think you will. Mostly, of course, we’ll likely engage in the dynamic duo of human activity: work and TV! Unlocking this time will lead to enormous economic potential for tech companies and will most directly impact: - **Productivity:** Remote work is saving people nearly [six hours](https://fortune.com/2022/02/01/remote-work-saves-six-hours-per-week-commuting-hybrid-nick-bloom-stanford/) per week in time spent *not* commuting. Thing is, people spend ~½ of that saved time doing more work. - **Entertainment: **People spend [24.5 hours](https://www.pcmag.com/news/in-the-tiktok-vs-youtube-battle-short-form-wins-in-the-us-and-uk#:~:text=App%20Annie%20finds\(Opens%20in,at%2026%20hours%20per%20month.) a month on TikTok. Disney is spending [$32B](https://www.hollywoodreporter.com/business/digital/disney-content-spend-profit-streaming-1235145367/) making content in 2022. Is there a better opportunity for watching even *more *content than in the car? **Are cars the next battleground for data?** Where Big Tech sees huge potential in being deeply embedded in the automotive experience, others see alarms going off. - **In January**, activists sent a [letter](https://s3.amazonaws.com/demandprogress/images/Big_Tech_Auto_Letter.pdf) to Sen. Amy Klobuchar, Rep. David Cicilline, the FTC, and the DOJ highlighting concerns regarding Google monetizing “our behavior behind-the-wheel.” - **In April**, Rep. Jamie Raskin spearheaded a [letter](https://raskin.house.gov/2022/4/rep-raskin-sends-letter-to-ftc-doj-calling-for-increased-scrutiny-of-big-tech-s-creeping-capture-and-takeover-of-the-auto-industry) to the FTC and DOJ regarding antitrust concerns in this space. Big Tech’s already conquered the home and office. It’s clear the car is likely next. 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