Following the framework of The Alchemy of Growth, the goal was to identify what products or services does the company have in Horizon 1 (the "Cash Cow") and Horizon 2 (growth stage, although not profitable yet), and then plan the investment in Horizon 3 products, or "The Next Big Thing." To explain the framework, I used existing companies as examples.
However, the question was always: what software platform will Apple use to control its self-driving cars?
Apple Computer did not make the first personal computers, but its computers gained customer loyalty and acceptance, even at higher-than-average price points due to their unique user experience and design.
The same could be said about the iPad, Apple TV, and the Apple Watch, maybe to a slightly smaller extent, though.
Following the same logic, I don't believe Apple's self-driving car, once released, will be safer, faster, consume less energy, or anything like that.