Ferrari FF Collaborates with Apple Siri Entertainment System

Bernadine Racoma

March 7, 2013

The first collaboration between Apple and Ferrari is out. Ferrari announced that the new Ferrari FF will have Siri integration, as well as two iPad minis at the back of the front seat headrests, and will serve as entertainment units for the backseat passengers.

Both Apple and Ferrari admit that this is only the beginning of their relationship. Ferrari Chairman Luca Cordero Di Montezemolo mentioned that the car company would give more details about Apple’s involvement with their entertainment systems in the coming months.

Ferrari Wants Apple’s Siri

Last year, Montezemolo had preliminary talks with Apple CEO Tim Cook. This appeared to have been a fruitful meeting as seven months later, Ferrari announced the appointment of Apple’s Senior Vice President for Internet Software and Services Eddy Cue to its board.
Prior to Ferrari’s use of Apple iPad minis, Chevrolet and Honda had already rolled out vehicles with Apple devices and Siri integration. But the car companies did not find the need to have an Apple appointee to their boards. Ferrari claims that the FF is “seamlessly integrated with Apple technologies.”

A key feature of Siri’s vehicle integration is Eyes Free, which allows the driver to talk to Siri with a push of a button on the steering wheel.
Siri Brings Benefits to Ferrari

Among car makers, specially those who race on the Formula 1 circuit, Ferrari cars have brought race car technologies almost directly to their street legal vehicles. Ferrari is no exception. In this instance, Siri could be of help to the driver, acting in the same manner as a pit full of engineers, support, assistants and valet rolled into one.

The Ferrari FF is ideal for the first rollout of a Siri embedded Apple-centric entertainment system for Ferrari. It is a four-wheel drive hatchback, European touring car and powered by a 612- horsepower V12 engine. The basic model sells for just under $300,000. It replaces the 612 Scaglietti as the only Ferrari model in production with rear passenger seats.

Photo Credit: Ferrari FF