I'd consider buying self-driving features on a regular car. Electric would be a total deal-breaker for me with today's technology.
Edit: upon further reflection I think it's likely that Apple is just developing the self driving tech and is unlikely to be actually planning to build cars, electric or otherwise.
For Apple and Google, the case is clear: if they want to defend their incredibly valuable gatekeeper position for local search (the market formerly known as the yellow pages) they need to provide the UI for the car or else they lose much of that gatekeeping. The question is, will any car manufacturers be willing to play, or are they all trying to succeed where Nokia failed?
I'm guessing service on Teslas is the usual: brake pads every century given that regenerative braking does most of the work, greasing bearings every now and then, coolant, tires, wipers. Internal combustion is extremely complicated in comparison.