One guess about what the car could offer: The main issue with current technologies is that they only drive automatically in specific situations - and that they

One guess about what the car could offer: The main issue with current technologies is that they only drive automatically in specific situations - and that they legally require you to always stay alert and don't let you play with your phone , etc. But this is extremely boring , hence hard. So this reduces a lot of the value of half-automated driving. But let's say we have a fun interesting friend in the car, talking to us whenever we want, but knows when to shut up or to simplify the conversation when the road demands more of our focus. Suddenly half-automated driving becomes much more valuable. And possibly ,if you control that and have a large customer base with half-automated cars ,you have a very good path to full self driving. Well, Apple wants Siri to be that friend.