During the presentation of the new macOS, spectators at Apple’s WWDC conference did not miss the description of a widget dedicated to the Lucid Air, a luxury electric vehicle and competitor of Tesla.
It’s a nod that hasn’t gone unnoticed, as Apple doesn’t usually have the habit of mentioning other brands during its keynotes. During WWDC 2023 which took place on June 5, 2023, Craig Federighi, senior vice president of Apple, played for a few seconds with a “ widget representing the Lucid Air, which is likely his personal electric car.
Apple’s annual conference was especially expected for the presentation of the very first mixed reality headset, the Apple Vision Pro. However, it also allowed the brand to show off its new macOS, called Sonoma. It was during this brief presentation that the Lucid Air made a stealthy appearance.
A global exposure for Lucid
The Lucid Air, a 100% electric sedan from the American manufacturer Lucid, has been produced since 2021 and is available in several markets, including certain European countries such as Norway, Germany and the Netherlands. Its many qualities, particularly in terms of autonomy (836 km according to the EPA cycle) and recharging, make the Lucid Air a car considered top of the range.
On Apple’s presentation video, Craig Federighi explains that it is possible to activate the air conditioning and the vehicle lock remotely. This did not escape the eyes of electric vehicle enthusiasts, who were quick to point it out on social networks: “Craig humbly bragged about his Lucid Air”, “The switch over Craig’s Lucid Air is such a low profile flex”, “Craig did an ad for the Lucid Air.”
By showing a Lucid Air onscreen for a few seconds, Apple knew viewers would notice it, and immediately think of the absence of Tesla — or, let’s be crazy, an iCar.
It should be remembered that Apple CarPlay is not available in Teslas – in particular because Elon Musk’s firm prefers to keep a closed ecosystem (an argument that should appeal to some…), which allows it to better control it as well as increase their income.
Lucid is not in the same range as Tesla
Of course, Lucid’s sales are much lower than Tesla’s – it’s even hyperbolic to call them competitors. Tesla does a lot more volume, for supposedly “affordable” electric cars.
The “entry-level” Lucid Air, in Pure AWD and Air Touring versions, are sold in Germany for 109,000 and 129,000 euros. A very high amount compared to Elon Musk’s mark, who tweeted in December last than Lucid was “not made for this world”.
With this little surprise presence at Apple’s WWDC, Lucid may take the opportunity to talk about his vehicle compatible with Apple CarPlay features, unlike Tesla. But it seems almost utopian to believe that this sequence could revive a struggling brand.
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