[Praxeologue]

One of the things that most car companies have had is someone with a vision and passion about a car or automotive concept that nobody else has thought about. Is anyone at Apple filling that role? I know they’ve hired a heavy hitter team of designers, engineers and product managers, but I haven’t heard anything about the vision that is driving them.

from the article:

The money, frankly, is secondary; the real issue is creativity and capability.

That is dangerous thinking for a capital intensive industry that has been a black hole for those who flew too close to the sun. The auto industry changes glacially for a reason. Apple's cash hoard just gives it a longer rope.

The future of cars is in battery technology: chemistry and physics. This is to cars what Intel is to Apple. An autonomous car powered by an internal combustion engine won't cut it. If Apple is to diversify, there are businesses that are better candidates, like chip fabs.

What would Jobs have done? He was ferocious in delivering a product that the user wanted, not 'brilliant', the word the author likes using.

[cynwoody]

What would Jobs have done? He was ferocious in delivering a product that the user wanted

He was ferocious at delivering a product that the users didn't know they wanted until, suddenly, it was available.