Despite the decline in sales, Apple remains to be a force to be reckoned with in the tablet and smartphone industry. The ecosystem and customer base it was able to develop stays unbeatable in terms of coherence and overall organization. This time, the company not only seeks to maintain its position but it also wants to expand its reach in the automotive industry.

The California-based tech giant wants to compete with Microsoft and Blackberry in terms of dashboard functions in cars. Dashboard controls include navigation, emails and music. As the iPhone series remains as one of the most popular mobile handsets across the globe, Apple has a great market reach.

This means that Apple users with cars can also be an easy target for the company already. It makes sense to use a dashboard that works better with the owner's mobile handset. Smartphones are an integral part of people's lives.

The number of people using iPhones plus their chances of owning a car encouraged a number of automakers to welcome the idea of including iOS in their vehicles. According to reports, automakers like Toyota Moto Corp., BMW, Volkswagen's Audi, Jaguar, AG's Mercedes-Benz, Chrysler Group LLC and Land Rover all plan to use Apple's Siri Eyes Free service.

The virtual assistant will be available starting from models released early this year to upcoming ones. Siri Eyes Free can help drivers control functions such as texting and music without touching their dashboard or phone. Nonetheless, there are mixed opinions in the industry whether Apple can be a real game changer or not.

The automobile market operates differently from the mobile or tablet market. Microsoft and Blackberry both have established and considerable share in the industry. BlackBerry's QNX system has 50 percent of the market in 2012 for operating systems in cars. Microsoft shares around 25 percent. Another important concern is that Apple's Siri function released in iOS6 did not prove itself the best choice for navigation.

According to Ron Montoya, editor at Edmunds.com, Siri struggled in voice recognition. This can cause navigation problems, especially when driving.On the other side, some claim Apple has the iOS7. The company would have definitely improved the voice assistant function in the latest OS.

"It's something that people want, and I think that Apple can do this in a unique way and better than anyone else," said Tim Cook.

"It's a key focus for us," he added on the company's iOS compatibility with vehicles.