Entry into the car business, beyond CarPlay, would be a multibillion-dollar bet for Apple. Compared to early investments to develop Apple Stores or even the iPhone, which required only between $100 million and $150 million, an "Apple Car" was a much higher risk. The question for Cook was whether such an investment would bring a commensurate return. Was CarPlay the right strategic thrust for Apple in cars, or should Apple strive to play a much bigger role?