As if Ferrari's new LaFerrari supercar has not generated enough buzz at the 83rd Geneva international Motor Show, there are now reports that the famed Italian sports car manufacturer will increase its incorporation of technology from Apple into its cars.
Ferrari unveiled its powerful new hybrid model with the help of two iPad Minis and Siri, Apple's voice-activated assistant, a report from the Atlanta Black Star indicated.
Ferrari Chairman Luca Cordero Di Montezemolo said at the unveiling that in the coming months the company will be "more precise" about its partnership with Apple, according to a report from Bloomberg.
The two companies are in talks about broadening their partnership regarding in-car entertainment, the Bloomberg article said.
The partnership began last November when Eddy Cue, Apple's senior vice president for Internet software and services, joined Ferrari's board of directors, the Black Star reported. Cue is reportedly a collector of sports cars, including a Ferrari.
Though it was overshadowed by the much-hyped LaFerrari's debut, Ferrari announced its four-seater FF model will feature Apple's Siri-based "Eyes Free" voice command system integrated into the infotainment system and will also come with two iPad minis for entertainment for the back seat passengers, according to the Black Star. No Apple-integration was reported for the LaFerrari.
Ferrari was recently named the most powerful brand in the world by the Global 500 survey. Apple was named the world's most valuable company by the same survey.
An increased partnership between the world's most powerful and valuable brands can only mean good things to come.
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