Apple Launches 'CarPlay' New system looks to challenge Microsoft and Google for dashboard dominance By Kevin Spak, Newser User Posted Mar 3, 2014 5:25 PM CST 23 comments Comments An official product image for Carplay. (Apple) (Newser) – Apple isn't satisfied with owning your pocket; it's coming for your dashboard, too. The company today launched "CarPlay," a new product linking up your iPhone, either via your car's dashboard or with voice control. Apple unveiled the system at the Geneva International Motor Show, with live demos from Ferrari, Mercedes-Benz, and Volvo, Fortune reports. A host of other automakers, including Forbes, GM, Honda, Hyundai, and Toyota have also signed up. As you'd expect, the system lets you make calls and send messages, access your music, and get Apple Maps directions. "CarPlay has been designed from the ground up to provide drivers with an incredible experience using their iPhone in the car," an Apple VP said in a statement. Over at The Street, Rocco Pendola notes that the announcement makes no mention of the "Eyes-Free Siri" GM has been touting, which is a good thing, because testing it reminded Pendola how frustrating Apple's voice assistant is. "For CarPlay to be a success, Siri must be better," he reasons.