The Apple rumour mill is almost an industrial beast, generating speculation, hearsay, musings and leaked photos at an inexorable rate.
The latest rumour to have legs, or in this case wheels, is that the company is working on a car with Project Titan. This has been spurred on by chief executive Tim Cook's assertion that there will be "massive change" in the automotive industry.
I have no doubt Apple has its eyes on the car world, particularly given how its Car Play software has yet to break into the automotive industry beyond aftermarket infotainment units and the eye-wateringly expensive Ferrari FF.
And while I doubt that Apple will actually build its own car from scratch, I have said in the past that it could partner with car firms to produce an iCar without needing to bring in vast amounts of expertise and build the necessary manufacturing facilities.
Even if Apple were to go it alone, the company's vast cash reserves would allow it to take the very costly risk of creating a car with no experience in the industry.
So an Apple car is possible, but what puzzles me is who would want one? What is its target market?
Buying a car is one of the largest purchases a person can make beyond a house, a piece of art or an engagement ring.
Given that even the cheapest new cars cost around £10,000, buying a new one is in a very different league to buying the latest iPad or iPhone.
Furthermore, cars are required to propel their occupants at speed on often crowded roads, meaning that drivers are likely to opt for manufacturers with an established reputation for safety, reliability and performance over an upstart in the market.
Then there's the issue of price. Various estimates across the web put the predicted cost of an iCar at around £36,000, a price at which car makers such as Audi, Jaguar and BMW offer vehicles in a sweet spot of performance, quality and affordability.
Drop the price by £10,000 and Apple will face competition from the likes of Ford, which has a reputation for affordable, reliable and solidly performing cars.
Go for the high-end market, where cars cost upwards of £100,000, and the volume of competition thins out, but motoring enthusiasts with deeper wallets still have several ‘drivers' cars' on offer from the likes of Porsche, Mercedes, Ferrari and Rolls Royce.
These car makers have badges and a heritage with a huge amount of clout among the people who can afford to buy them.
This is why anyone visiting Knightsbridge in London will see impractical Lamborghinis crawling along in traffic. Those with money and questionable taste enjoy the attention such cars bring, but in contrast even the latest iPhone 6S is not likely to get so much as a second glance from a passer-by.
So I've been struggling to see who would actually buy an Apple car, outside a clutch of early adopters, tech hipsters and diehard Apple fans.
Then again, Apple has always been a disrupter in the technology world, not necessarily introducing anything ground-breaking but doing something better than everyone else, like with the Apple Watch. But perhaps the company is a little late to the car market to shake things up.
Sure, Apple may end up producing an electric, eco-friendly car, but that market has already been tapped into by Elon Musk's Tesla brand and is already seeing the likes of BMW producing very capable hybrid cars, such as the futuristic-looking i8.
Project Titan could also see Apple creating a driverless car. But Google is well ahead with its own autonomous technology, and Audi, Mercedes and BMW are making headway with their own take on driverless cars and systems.
Again, I'm lost as to how an iCar could make an impact on a world dominated by frugal Fords, beefy BMWs, autonomous Audis and flamboyant Ferraris.
But then I had thought: perhaps Apple doesn't need to make a car to change things in the automotive world.
As mentioned earlier, the company is already working on Car Play, so perhaps it is in fact looking to extend that system to have more of an integrated position inside a car.
Think about it. Many established manufacturers already produce jaw-droppingly beautiful cars, such as the Aston Martin DB9 (pictured above) or Jaguar F-Type, but car interiors lack a certain technical sophistication unless you go to the very high end.
This is where Apple could make its move. The products that come out of Cupertino have the hallmarks of Jony Ive's design talent: a mix of perfect form and functionality. Take, for example, the digital crown on the Apple Watch or the iPad Air's chamfered edges.
Now imagine that design injected into the spartan cabin of a Ford Fiesta. If you share my thinking, you'll see a cabin dotted with elegant 3D Touch controls with haptic feedback, smooth seamless panels of aluminium and glass and a wealth of Retina screens.
How could Apple do this without making affordable cars hideously expensive? By linking iOS with a car's infotainment unit and systems.
This integration would enable iTunes to select the right music for the right situation. Stuck in traffic? Here's some soothing jazz. Driving through the night? How about some blues? Bombing down the autobahn? Here's Born to be Wild.
Apple Music could provide a wide library of tracks and gather an extra revenue stream from in-car users, perhaps by offering a car edition of the streaming service.
Tapping into navigation systems could allow third party-apps to serve adverts and offers when a car approaches a location, say a shopping centre. This would give drivers an additional service, and allow Apple to bring the money-making heft of the App Store into cars.
The Find My iPhone app could become Find My Car to help absent-minded drivers remember where they parked. Meanwhile, Siri could make itself useful by advising drivers on traffic situations, faster routes and speed cameras.
This is all rampant speculation, but then such is the way with Apple and its secretive nature. So while I question whether an Apple car really fits into the motoring world, I do believe there is a place for the company. It just needs to find its niche.
Of course, I could be completely wrong. Tim Cook could reveal an iCar at the next Apple product showcase, raising him to the messianic level of Steve Jobs and shaking the traditional automotive industry to its very core.
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