A striking critique is coming from an unexpected source. Jony Ive, the designer best known for shaping the modern smartphone era at Apple, says touch is “the wrong technology” for primary in-car controls. According to him, large displays force drivers to look away from the road — raising fundamental safety concerns — and the automotive industry may now be heading toward a rethink of its screen obsession.
From smartphone revolution to automotive doubt
When the iPhone debuted in 2007, touchscreens replaced physical buttons and consolidated multiple functions into a single, flexible surface. It was the right solution for a handheld device, Ive explained in an interview with British automotive magazine Autocar. But he stresses that what works on a phone does not automatically translate to a moving vehicle.
In a car, the context is entirely different: interaction happens at speed, under cognitive load, and with safety-critical consequences. Ive stated he “would never have used touch” for core vehicle functions because it requires drivers to divert their eyes from the road — a direct compromise in safety and ergonomics.
The industry went all-in on screens
Over the past decade, touchscreens have come to dominate modern car interiors. Bigger, wider, more visually impressive displays became synonymous with technological sophistication and premium positioning. Some manufacturers pushed the concept to the extreme, introducing wide screen layouts stretching across most of the dashboard.
According to Ive, however, this evolution has been driven as much by fashion as by function. What began as limited touch integration gradually turned into a race for ever-larger displays — often without clear ergonomic justification.
A different philosophy: tactile control
Ive is currently involved in the interior design of a future electric model from Ferrari, reportedly known as the Ferrari Luce. The approach contrasts with the screen-centric trend. While a central display remains, most key interactions rely on physical buttons and switches, each with distinct tactile feedback.
The logic is simple and rooted in classic human-machine interface principles: drivers should be able to operate essential controls by feel, without taking their eyes off the road. In an era when many automakers removed buttons to cut costs and emphasize digital minimalism, that philosophy now feels almost radical.
Are physical buttons coming back?
Ive’s comments echo a growing frustration among drivers. Large screens may look impressive in a showroom, but visual appeal does not necessarily equal intuitive or safe usability at highway speeds.
If the very designer who helped popularize touch interaction believes it is the wrong primary interface for cars, the industry could be approaching a turning point. The key question now is whether automakers are willing to admit they may have pushed the screen trend too far — and whether the future of automotive UX will rebalance digital convenience with tactile control.
