Ya if I had to guess i'd say that's exactly it. But do we really need an Apple car? What is there really for them to offer in that space? Better UX? Is there enough of a delta there to warrant entering the space?

I grant though that this is a sort of 'unknown unknown'. By definition, the great new things are non-obvious. I may have said the same thing about pre-iphone phones. But I don't really see what they could offer me that would make me want to pay an apple-style premium for a car (other than full autonomy, of course).