Morgan Stanley Says The Auto Industry Is Ripe For A Pivotal Change - But Will Either Apple Or Google Be The Catalyst?

Apple could ultimately be a major player in autonomous cars, Morgan Stanley said in a research note to investors on Tuesday.

Addressing media reports about an Apple car, Morgan Stanley analyst Katy Huberty said that “this may not be a near-term event but we would not be dismissive of Apple’s automotive ambitions. The world’s richest, most valuable company is taking on the world’s most disruptable business.”

She continues: “The auto industry also needs Apple, we argue, because after over 100 years of status quo, the industry needs a change agent. ”