GADGET DESIGNER Apple has shown off Carplay, its in-car system for interacting with the iPhone.
The firm is in Geneva at the International Motor Show and can be found standing there in a group with Ferrari, Mercedes-Benz and Volvo jingling car keys.
The companies are showing off how the iPhone works in a car and how it can be linked to control keys on the steering wheel. Users will be able to control their music listening, chatting and the occasional map use via their fingertips or barking instructions at their handset.
Ferrari, Mercedes-Benz and Volvo are the first automakers involved, while others including BMW, Ford, Honda, Peugeot, Subaru and Kia will join them "down the road".
"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 VP 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 minimised 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 users will get very accustomed to the sound of Siri's voice and will spend their car journeys interacting with the disembodied voice. Siri will alert drivers to incoming calls and voicemails, and can read incoming messages to drivers.
Carplay works with Apple Maps for driving directions, and these can be read by Siri or shown on the car's dashboard display, if it has one.
Carplay also can be used to make a call to tell someone that (a) you are late, or (b) you have followed a map app into a canal.