Tesla & Apple

Two companies, designed and built by two extraordinarily talented teams, and conceived by two extraordinary individuals who had a shared vision.

Vision - the ability to think about or plan the future with imagination or wisdom:

Without doubt, the late, great, Steve Jobs always had a vision for Apple....

"We’re gambling on our vision, and we would rather do that than make “me, too” products. Let some other companies do that. For us, it’s always the next dream"

Indeed, he had a vision for much much more of course, and Elon Musk could well have said exactly the same thing in regard to Tesla.

What struck me today was that both companies report their earnings within weeks of each other. Tesla do so today (11th February) and we learned how Apple were performing a few weeks ago.

One is still work-in-progress and one is consolidating.

Comparing and contrasting both companies is time well spent I think because the impact they have on all our lives to date - and to come, is profound. Whilst not everyone utilises the web on an Apple device of course, the brand and its products have undoubtedly been trailblazers. The ability to learn, share, and develop new ideas sits alongside the deep hedonistic internet pool of pleasure - toe in the water, or dive right in - you decide.

To date, relatively few people have either experienced or now own an electric vehicle - and of those who do only a relatively small number drive a Tesla. However, just as Apple inspired and accelerated the computer industry, the impact the brand is having throughout the auto industry is pivotal.

I chose a Mac over a PC despite the price premium, but I knew it wasn't just a triumph of style over substance. The guts of the thing are as elegant as the screen I'm now looking at writing this.

The Model S and other Tesla product to come undoubtedly share this same ethos.

If my headline intrigued you - but perhaps implied there was a soon-to-be joint venture announcement, then I hope you are not disappointed.

My personal opinion is that in the pursuit of the Tesla vision - any means will be justified in order to attain the stated goal...

To accelerate the advent of sustainable transport by bringing compelling mass market electric cars to market as soon as possible

In the meantime, I think it unlikely that Apple and Tesla will morph into an electric vehicle monolith anytime soon to compete with the established giants in the auto industry. However, both companies have very important roles to play in our 21st century lives - and 100% focus on core competency should ensure they both prevail.

I think a much more likely alliance is one with BMW. The Bavaraian Brand is much more entrepreneurial under the Quandt Family than almost any other OEM. They have developed some amazing things with the i3 and i8.

So the question perhaps is for BMW...who to choose?