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Apple reportedly developing navigation device

Posted Jun 18th 2007 12:14PM by Eric Buscemi (RSS feed)
Filed under: Industry, Google (GOOG), Apple Inc (AAPL)

According to the German magazine Focus and reported on MacRumors.com, Apple Inc (NASDAQ: AAPL) is reportedly looking at developing a car navigation and sound systems. The device, which would combine navigation, entertainment and communication in a single unit, would be introduced in 2009. Apple is said to be working with Mercedes, which may hold exclusive rights for six months once released. It is unclear if Apple will rely on Google Inc's (NASDAQ: GOOG) Google Maps for help with navigation.

Sources speculate that an Apple's device would be similar to ones already on the market. Apple has long been known to rise above its competitors. Some say the upcoming iPhone may clean up, so it may not be a stretch to say that a navigational device has the potential to do the same.

Who would be affected by a navigational device from Apple? Here's the competition:

Garmin Limited (NASDAQ: GRMN): Garmin is a worldwide provider of navigation and information devices, many of which are enabled by global positioning system technology. Last week, Garmin International announced the nuvi 200W and the nuvi 250W, two new widescreen GPS navigators. With a 4.3-inch color touch screen display and a high-sensitivity internal GPS antenna, the question is, can it trump whatever Apple does?

Trimble Navigation Limited (NASDAQ: TRMB): Trimble provides advanced positioning product solutions, typically to commercial and government users. Last month it received an $8.8M purchase order from the U.S. Marine Corps and signed an agreement with Cox Communications. How formidable a competitor would Apple be?

SiRF Technology Holdings Inc (NASDAQ: SiRF): SiRF is a supplier of GPS semiconductor solutions, offering a wide-range of GPS chip sets and other products for high-volume markets. Earlier this month, the company announced SiRFDiRect technology, what they touted as a "navigation breakthrough." Could Apple steal their thunder?