The United States Patent and Trademark Office has a published a patent filed by Apple known as ‘Autonomous Navigation System’. The patent contains information on how navigation in driverless cars can be made more efficient and therefore reducing the need for constantly remaking detailed maps.
According to the patent most of the driverless car systems that currently exist use static information such as maps to navigate coupled with sensors for identifying real-time information. The Cupertino, California-based tech giant however proposes to employ a computerized model to predict routes using processors and sensors installed in the vehicle.
National Highway Traffic Safety Administration
Last year reports emerged that the iPhone maker was using virtual reality in testing autonomous cars. Apple also wrote to the U.S. National Highway Traffic Safety Administration indicating that it was making investments in automation systems that were related to transport. The largest company in the world by market capitalization has also previously had adjacent patents published on areas such as on location awareness and mapping.
The patent publication comes in the wake of Morgan Stanley reporting that the market share of the iPhone is rising in China due to the popularity of the iPhone X. Per the investment bank besides pushing consumers to upgrade the iPhone X is also causing a switch from other brands.
“Additional data show that iPhone X adoption in China is on a faster pace than the iPhone 8 and 8 Plus … Despite faster penetration of iPhone X vs. iPhone 8/8 Plus, we believe there remains significant pent-up demand…” Katy Huberty, an analyst at Morgan Stanley,wrote in a client note.
The rate of net switching which is the level of consumers who previously used another brand but who have now taken up an iPhone less the level of iPhone owners who have moved to a different brand increased by 130 basis points between October and November. Consequently Huberty wrote that the stock of Apple was the investment bank’s top pick for next year.
Since the year started shares of Apple have appreciated by 51% largely due to the tech giant’s impressive product lineup. Apple is also betting on increasing the revenues it generates from subscription services and has already committed to investing in original programming. This year the iPhone maker has hired a number of Hollywood executives including ex-Sony television executives Jamie Erlicht and Zack Van Amburg.
Most recently Apple has poached the head of kids programming at Amazon, Tara Sorensen. Other executives Apple has poached from Amazon include Carina Walker, international development executive and Tara Pietri, business affairs chief.