His obsession is at the intersection of all those interests: Dediu is convinced that Apple Inc should make an e-bike, or something like it.
Without so much as a rendering of a vehicle, Apple beat out all but two of the more than 45 brands included in the poll. In an earnings call last year, chief executive officer Tim Cook said Apple leadership asks two questions about possible new products: Is it something they would want to use themselves? and Is there a big enough market? Given this framework, it’s not surprising that a tech giant with executive ranks full of California commuters would pursue a car. “They are definitely drivers out there,” says Dediu.
Apple’s strength is going to be getting people to think about different ways of being mobile—on two-, and three-, and lightweight four-wheel vehicles.” Today’s electric bikes are basically just that — bikes with electric motors attached — but there’s a Cambrian explosion of small battery-powered vehicles. “What are these things going to be in 20 years? I don’t know, but I’m pretty sure it’s going to be different,” says Benjamin. “There are some incredibly talented people that work at Apple. Maybe one of them does have a clear idea.”
“VanMoof is probably the most innovative in this,” says Ryan Johnson, co-founder of the car-free residential real estate development company Culdesac and an e-bike evangelist who owns 70 different models. “But Apple obviously has the pedigree to really take that to the next level.”