By Ian Bush

By Ian Bush

PHILADELPHIA (CBS) – The real battle for the entertainment and information system in your car isn’t being fought with the person in the passenger seat or the kids in the back.  Instead, smartphone makers want their software in your dash. BMW is using Blackberry’s QNX, and Ford’s expected to jump onboard. Google has a presence in Audis and GMs. Now, Apple is talking up its option.

A new Volvo video on YouTube begins, “Apple CarPlay is part of your in-car experience…”

Volvo has never been known for its appeal to the tech-obsessed driver — blame Scandanavian simplicity — but the carmaker is upping its game.

(Volvo video): “At your command, you can send messages (‘message to Emily: let’s get lunch soon’), and access maps.”

The redesigned XC90 SUV will be the first to get Apple CarPlay.  Plug in your iPhone, and the vehicle’s center touchscreen shows many of the icons you’re used to.  Make calls, hear directions, dictate texts, use streaming apps, and control the climate, “Without being distracted or leaving sight of what’s important.”

Apple says it’ll be an option on Honda, Hyundai, Jaguar, Ferrari, and Mercedes models on the lots this year, and many others in the future — including on some brands that offer competing operating systems, meaning you’ll likely be able to match what’s in your pocket to what’s on the dash.

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