Mark Gurman and Edward Ludlow, writing for Bloomberg under the headline “Tesla Is Working to Add Apple CarPlay in Bid to Boost Vehicle Sales” (paywalled; Archive.ph link):

Tesla Inc. is developing support for Apple Inc.’s CarPlay system in its vehicles, according to people with knowledge of the matter, working to add one of the most highly requested features by customers.

The carmaker has started testing the capability internally, according to the people, who asked not to be identified because the effort is still private. The CarPlay platform — long supported by other automakers — shows users a version of the iPhone’s software that’s optimized for vehicle infotainment systems. It’s considered a must-have option by many drivers.

Adding CarPlay would mark a stunning reversal for Tesla and Chief Executive Officer Elon Musk, who long ignored pleas to implement the popular feature.

Via Jason Snell at Six Colors, who notes:

With the evaporation of U.S. EV rebates, Elon Musk’s controversial political moves, and a generally stale product line-up, Tesla is facing a sales crisis. Meanwhile, new car buyers very much want CarPlay as an option. Adding CarPlay isn’t quite a cure-all, but it sure couldn’t hurt in giving potential Tesla buyers one less reason to shop elsewhere.

That it’s even being considered is 1) a sign of desperation for Tesla, and B) indicative of the clout CarPlay wields. No doubt other carmakers will realize their mistake, too.

But while CarPlay is necessary when I’m considering a car, it’s not sufficient for considering a Tesla. A free Tesla wouldn’t be sufficient. Only Elon Musk’s departure (and a lot of sage burning) could get me to consider a Tesla. This might help Tesla sales on the margins, but Musk is a much greater anchor on Tesla than a lack of CarPlay.