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BMW's Apple CarPlay annual fee is next-level gouging

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Bob Sun
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A pricey up-front fee to enable a service freely available elsewhere is a bit hard to swallow in the real world.

However, in the heady, premium-package-rich realm of German luxury cars, such price gouging is the norm.

I imagine that's a very nice feeling indeed, though I confess I've never had the wherewithal to enjoy such a luxury myself.

While GM and other manufacturers happily include Apple's CarPlay service for free even on their most attainable models, BMW and plenty of others have levied upgrade fees to enable CarPlay, or bundled the service inside pricey packages of widgets you may or may not want.

That, sadly, is par for this margin-rich golf course, but when we learned this week that BMW would change from a single, up-front fee to an annual fee, in my mind that changed everything.

On the surface this is pretty offensive, and it seemed like something must be driving this.

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Bob Sun
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