They can't really innovate the UI. The UI for a car is the steering wheel, accelerator, and brake. They can't change that. They might make a slightly better navigation/entertainment package but honestly I'd rather have a simple radio and manual climate controls anyway. My phone handles music and navigation, I don't need to spend an extra $2K-$5K to duplicate that.

Apple has always produced high quality consumer electronics used mostly for entertainment. Cars are entirely out of their realm of experience. Cars are too competitive and are subject to too much regulation and liability to make 30%. I think it's a huge mistake for them but time will tell.