At the Code Conference, Tesla Motors CEO Elon Musk took to the stage to talk about the autonomous car industry. Musk said that Google won't be a competitor with its self-driving carefforts, but that Apple will be in direct competition with Tesla with its oft-rumored car program:
Google's done a great job at showing the potential of autonomous transport, but they're not a car company. So they'd potentially license to other companies. I wouldn't say they're a competitor.
Apple, yeah, that'll be more direct.
However, Musk thinks that Apple will be too late to the market:
I think they should have embarked on this project sooner. I don't know… They don't share with me the details. I don't think they'll be volume production sooner than 2020. It's just a missed opportunity. There's a dozen car companies of significance in the world, the most any company has is approximately 10% market share. The sheer scale of automotive manufacturing, it's hard to appreciate until you see the plants.