Auto tech takes a big bite from Apple

[nandagopal]

Coming up: the iCar?

For the second straight year, the International Consumer Electronics Show is devoting one of its three gargantuan exhibit halls to automotive technology, reflecting the exploding interest in in-car electronics. And while the biggest media campaign was launched by Ford Motor Co. — once again the only one of the Big Three carmakers to show up here — the real pacesetter appears to be a company that isn't here at all: Apple Inc.

Makers of satellite navigation systems, earsplitting audio components and computerized cockpits jam the North Hall of the Las Vegas Convention Center, showing off few new technologies but promoting significant upgrades to established product lines. A hefty proportion of those products are either touting integration with Apple's blockbuster iPod and iPhone or trumpeting their adoption of iPhone-like capabilities.

Even Ford, which unveiled several major upgrades to the popular Sync navigation/entertainment system it developed with Microsoft Corp., said it was building in the capacity to accept iPhone-like third-party applications.