If you’d told us Apple would launch new hardware in Q1 2014, our money would’ve been on a new iPad (perhaps the gargantuan iPad Pro), with the iWatch an admittedly unlikely outside bet.
But nope, here we’re looking to motor vehicles, and hearing that Apple CarPlay is a "smarter, safer and more fun" option for playing with your iPhone while, y’know, driving your wheeled metallic death box.
Announced for the Geneva International Motor Show, Apple CarPlay will come built into a handful of new 2014 cars, with Ferrari, Honda, Hyundai, Jaguar, Mercedes-Benz and Volvo all part of the first wave.
Other Apple CarPlay partners include Ford, BMW, Land Rover, Mitsubishi, Nissan and Toyota.
Essentially, you connect your Lightning-gen iPhone (iPhone 5 or above), and connect to CarPlay’s built-in display. You can view maps (er, presumably that’s Apple Maps), make and return calls, listen to and dictate messages, and play music.
Various apps have been “reimagined” for use with CarPlay, and you can control it with voice (there’s a Siri button on the steering wheel), touch (on the built-in display), or by fiddling with various other “knobs and controls” around the car.
"CarPlay has been designed from the ground up to provide drivers with an incredible experience using their iPhone in the car," yells Greg Joswiak, VP of iPhone and iOS product marketing at Apple.
"iPhone users always want their content at their fingertips and CarPlay lets drivers use their iPhone in the car with minimised distraction. We have an amazing lineup of auto partners rolling out CarPlay, and we're thrilled it will make its debut this week in Geneva."
The 84th annual Geneva International Motor Show gets underway on Thursday, March 6. In the meantime, you can read more over on the official Apple CarPlay microsite.