Toyota Cites Long-Term Sustainability Challenges As Apple makes Auto Market Debut

Word on the street is that Apple plans on venturing into the automotive industry.

In 2014, it was reported that Apple was working on a project with over 1,000 car experts and engineers developing an electric vehicle at a secret location near the company's headquarters in Cupertino.

Apple’s long-rumored and expected entry into the automotive industry has been met with excitement from potential partners as well as disinterest from potential rivals. While there’s still ongoing speculation about who will be making the Apple electric vehicle, whether it’s still Hyundai or just Kia this time, other carmakers have claimed not at all to be affected by all the media circus around the Apple Car. Toyota seems to be casting some doubt on Apple’s capability to be in this business for the long haul.

A report from The Wall Street Journal cites Toyota’s president, Akio Toyoda, who spoke during a news conference for the Japan Automobile Manufacturers Association. According to Toyoda, "Anyone can make a car if they have the technical ability, but, once they make a car, I hope they’ll recognize they have to steel themselves for 40 years of responding to customers and various changes."

It does sound like a daunting business aspect, even for the likes of Apple. However, Apple won’t be making the car on its own and will most likely direct its direction alongside a more established automobile manufacturer. That said, even with that partnership, Apple will still have to commit itself to a longer period of support for the parts that will become essential defining features of what would become an Apple Car.

Toyoda goes on to add, "Technology companies entering the car industry means that the car industry has a future and choices for customers will widen. We welcome new entries, but I don’t think it would be fair for those people who are newly entering to say, ‘We don’t need to steel ourselves for 40 years, and you other folks who have been around for many years, you do that."'

According to Investors, an automated electric car from Apple could generate an estimated $50 billion by 2030. Even if that isn't likely until 2024 or later.