苹果公司（Apple）本周一在日内瓦国际车展（Geneva International Motor Show）上发布了一项重要计划，进军继台式机和手机之后电脑平台之争的下一个战场——汽车仪表盘。

    苹果在新闻稿以及与三大车企的现场演示中重新命名并再次发布了去年六月曾经发布过的iOS in the Car。如今，这款产品有了个新名字，叫做CarPlay。这个名字不由得让人想到AirPlay，也就是苹果公司的一个专有系统，可以用来通过电视和音响收看收听苹果设备中的视频、音频、照片以及网页内容。

    与此类似，CarPlay也将利用多项苹果专有技术——Siri、iTunes、地图——及其操作简便这一卖点，使自身在竞争性产品中脱颖而出。CarPlay的竞争产品包括谷歌（Google）1月份推出的开放汽车联盟（Open Automotive Alliance），已经推出第8版的微软（Microsoft）Windows Embedded Automotive，以及依托于Linux的非营利性合规程序GENIVI Alliance。

    Apple (AAPL) launched a major initiative at the Geneva International Motor Show Monday in what's shaping up as the next battleground -- after the desktop and the pocket phone -- in the computer platform wars: The dashboard of your car.

    In a press release and live demos with a trio of big-name automakers, Apple re-released and re-brandediOS in the Car, which it had announced only last June. The new name is CarPlay, a calculated marketing reference to AirPlay, Apple's proprietary system for streaming video, audio, photos and Web content from Apple devices to TVs and stereos.

    Similarly, CarPlay will tap into a stack of Apple-owned technologies -- Siri, iTunes, Maps -- and its reputation for ease of use to differentiate Apple's offering from its chief competitors: Google's (GOOG) Open Automotive Alliance, introduced in January, Microsoft's (MSFT) Windows Embedded Automotive, now in its 8th version, and the GENIVI Alliance, a nonprofit compliance program based on Linux.

    苹果的推销词如下：

    CarPlay使iPhone用户能以十分直观地方式拨打电话、使用地图、收听音乐以及查看信息，只需一个字或一次点击。用户能方便地通过汽车的原生界面控制CarPlay，也可以按住方向盘上的语音控制按钮轻松激活Siri。

    本周，来自法拉利（Ferrari）、梅赛德斯-奔驰（Mercedes-Benz）以及沃尔沃（Volvo）三家公司的汽车将向用户首次展示CarPlay。未来还有更多汽车制造商支持CarPlay，其中包括宝马（BMW Group）、福特（Ford）、通用（General Motors）、本田（Honda）、现代（Hyundai Motor Company）、捷豹路虎（Jaguar Land Rover）、起亚（Kia Motors）、三菱（Mitsubishi Motors）、日产（Nissan Motor Company）、标致雪铁龙（PSA Peugeot Citroën）、斯巴鲁（Subaru）、铃木（Suzuki）以及丰田（Toyota Motor Corp）。

    强大的合作伙伴阵容令苹果一马当先，就连自从1998年以来就一直在汽车操作系统市场耕耘的微软也不是对手。自《卫报》（Guardian）于1月份公布本文所附清单以来，福特（Ford）宣布已经放弃了微软的Windows Embedded Automotive系统，转而采用黑莓（BlackBerry）的QNX。

    苹果CarPlay作为iOS 7的升级版，可在支持Lighting接口的iPhone上使用，包括iPhone 5s、iPhone 5c和iPhone 5。

    最新消息：库比蒂诺（苹果公司总部所在地——译注）当地时间3月3日上午9点半左右，苹果营销总监菲尔•席勒在Twitter上发布消息，给出了苹果公司官网上一个新的CarPlay宣传页面链接。（财富中文网）

    译者：项航

    Apple's pitch:

    CarPlay gives iPhone users an incredibly intuitive way to make calls, use Maps, listen to music and access messages with just a word or a touch. Users can easily control CarPlay from the car's native interface or just push-and-hold the voice control button on the steering wheel to activate Siri® without distraction.

    Vehicles from Ferrari, Mercedes-Benz and Volvo will premiere CarPlay to their drivers this week, while additional auto manufacturers bringing CarPlay to their drivers down the road include BMW Group, Ford, General Motors, Honda, Hyundai Motor Company, Jaguar Land Rover, Kia Motors, Mitsubishi Motors, Nissan Motor Company, PSA Peugeot Citroën, Subaru, Suzuki and Toyota Motor Corp.

    Apple's line-up of partners puts it ahead of the pack -- even Microsoft, which has been in the car OS market since 1998. Since the Guardian published the attached checklist in January, Ford (F) announced that it has dropped Windows Embedded Automotive in favor of BlackBerry's (BBRY) QNX.

    Apple CarPlay is available as an update to iOS 7 and works with Lightning-enabled iPhones, including iPhone 5s, iPhone 5c and iPhone 5.

    UPDATE: At about 9:30 a.m. Cupertino time, Apple marketing chief Phil Schiller tweeted a link to a new CarPlay promotional page on the company's website: