Ferrari Brings Apple’s Eddie Cue onto Board of Directors
Apple’s head of internet software and services, Eddie Cue, joins Ferrari’s board as the Italian marque seeks digital expertise from Silicon Valley.
Ferrari announced on 7 November 2012 that Eddie Cue, Apple’s Senior Vice President of Internet Software and Services, has been appointed to its board of directors. The move brings one of Silicon Valley’s most experienced digital strategists into the heart of Maranello’s decision-making as the carmaker looks to expand its digital presence.
Cue’s responsibilities at Apple have included the iTunes Store, App Store, iBookstore, Siri, Maps, iAd and iCloud. He joined Apple in 1989 and played key roles in launching the iTunes Music Store in 2003 and the App Store in 2008, both of which have shaped how millions use digital content. Ferrari’s decision to add Cue to the board signals a desire to strengthen its own digital strategy, particularly as connectivity and infotainment become increasingly important to luxury car buyers.
Luca di Montezemolo, Ferrari’s chairman at the time, described Cue as “one of the main driving forces behind Apple’s range of revolutionary products” and said his experience in the “dynamic, innovative world of the Internet” would benefit Ferrari’s future direction. Cue himself is a long-time Ferrari enthusiast, having owned several of the marque’s cars.
Why Ferrari wants Silicon Valley expertise
Ferrari’s appointment of a senior Apple executive comes as the automotive sector faces mounting pressure to integrate advanced digital services, from infotainment to cloud connectivity. While Ferrari’s core business remains high-performance cars, the company is aware that luxury customers increasingly expect seamless integration of smartphones, cloud services and personalised digital experiences in their vehicles. Cue’s track record at Apple gives Ferrari access to experience in building global digital ecosystems and customer platforms.
At the time of the appointment, Ferrari had not detailed any specific projects involving Cue, but the move was widely seen as part of a broader trend among carmakers to seek outside expertise in software and digital services. The company had already collaborated with Apple on integrating iPod and iPhone connectivity into its models, and the appointment raised expectations of deeper digital partnerships in the future.
What it could mean for Ferrari owners
For Ferrari customers, Cue’s arrival on the board pointed to the likelihood of more advanced in-car technology and digital services in future models. Owners of high-end sports cars now expect not just driving performance but also sophisticated infotainment, navigation and connectivity. Ferrari’s move to bring in a digital leader from Apple suggested that the brand was preparing to meet these expectations as part of its product strategy.
