If anyone could have created a new category for cars. And NOT gone head on against others. It would of course be Apple. What is possible is that after spending

If anyone could have created a new category for cars. And NOT gone head on against others. It would of course be Apple. What is possible is that after spending enough effort on the project, they couldn't see what that new category could be. And that just making one more (like one more monitor perhaps) had not enough margin to bother.