[nazka]

I remember seeing an article where Aston Martin would be a perfect deal. They are doing great cars, you can see they care about quality and design beyond just the luxury segment, and they are cheap. It's valued at $7 billions [1].

I don't like the idea of Tim Cook going to BMW just because he drives and likes BMW however... I think it's a bad way to make decisions.

[1] https://www.motor1.com/news/238922/aston-martin-stock-market...

[devy]

> I don't like the idea of Tim Cook going to BMW just because he drives and likes BMW however... I think it's a bad way to make decisions.

No, I think that's OP and you reading too much in that tidbit. The original quote was this:

   BMW was long Apple’s top choice, given its focus on 
   high-end but mainstream products, former employees said. 
   Many Apple executives, including the company’s chief executive,
   Timothy D. Cook, also drive BMWs. 

So BMW was a top choice not because many execs are driving them but because it's a luxury premium auto brand and sells quite well - which is very similar to Apple brand consumer electronics.

Also, Jony Ive is a car guy, he loves Aston Martins, Bentleys, Saabs and Land Rovers and have a huge collections of them. By your logic, it'd be a "bad choice" to consider Aston Martin simply because Jony Ive loves them :)

[solatic]

Aston Martin doesn't have the manufacturing capacity to support the demand for an Apple car. If there's anything that Tesla has proven, it's that moving from the low-volume luxury segment to high-volume is Really Hard. And while Apple products are very much luxury products, they're still luxury products produced at high volume and marketed to the mass market.