In the past we’ve seen tighter and tighter integration between automobile infotainment systems and Apple products. Take BMW’s iDrive integration for example. But now, Apple seeks to step further into things with the introduction of CarPlay, formerly known as iOS in the Car feature. Just remember, your’re not alone in the market Cupertino – you’ve got QNX and Windows to “compete” with. Hey, I tried.

UPDATED: Apparently, it’s running on top of Blackberry’s QNX system after all!

Apple confirmed the system today in a press release, signalling demos will be carried out by Ferrari, Mercedes-Benz and Volvo. Apple also announced a bunch of other partners for the venture, including BMW, GM, Ford, Hyundai and many others

“CarPlay has been designed from the ground up to provide drivers with an incredible experience using their iPhone in the car,” said Greg Joswiak, Apple’s vice president of iPhone and iOS Product Marketing. “iPhone users always want their content at their fingertips and CarPlay lets drivers use their iPhone in the car with minimized distraction. We have an amazing lineup of auto partners rolling out CarPlay, and we’re thrilled it will make its debut this week in Geneva.”

CarPlay enables iPhone owners to make calls, access navigation and media content from their cars dashboard, with Siri available for an eyes-free interaction available via a dedicated button on the steering wheel. It also interfaces with the cars own controls to keep distractions to a minimum. It will be available to iPhone 5, 5C and 5S owners, likely as an update (iOS 7.1) in the spring.

Wonder what Google has to compete with….Oh yea, THIS.

iOS in the Car becomes CarPlay, high profile demos at Geneva Motor Show | iMore.