Microsoft started it back in 2007 with Windows Embedded Automotive, a Windows CE based operating system for cars. It now runs Ford's Sync', in-vehicle communications and entertainment.

This space is heating up though. With Google recently forming the Open Automotive Alliance in order to increase the range of it's Android operating system. Since June of last year, Apple has also been working on a version of it's own (iOS In The Car) that integrates with Siri. Today saw more previews and videos of what this might look like.

Apple Car Play in a Ferrari

I think the race is on to dominate the "in-car" market. Apple clearly got a head start in the Smart Phone sector, but this latest demographic is far more closely contested.