In 2014, Apple introduced its in-car “CarPlay” software to much fanfare. At the time, many automakers struggled to build consistent, high-quality software. So for drivers, the promise of apps such as navigation running smoothly from their phones was a dream come true. Google followed with Android Auto, and the two platforms quickly became the default choice for most drivers. But BMW says that’s all changing.

BMW says its own software is winning drivers over

Stephan Durach, BMW’s senior vice president of UI/UX development, went on record with BMW Blog to dispel what he calls the “CarPlay myth.”

“People say they’re driving all around and using CarPlay for navigation. I can tell you, that’s not true,” he said. Durach explains that BMW collects anonymous data from 10 million vehicles. “We can see what our customers are doing, what kind of controls they’re using, in what kind of driving conditions they’re using them.”

According to Durach, BMW’s latest software is so effective that drivers are rarely opening Apple CarPlay. He claims they only open it for “dedicated uses,” such as reading iMessages or dialing their phone.

That said, it’s worth taking his claims with a grain of salt. Durach offered no hard numbers to back up his statement. Any trend showing drivers preferring BMW’s proprietary software over CarPlay would, of course, reflect well on his team’s work.

In addition, the auto industry is at a major inflection point. Apple is offering CarPlay Ultra—a next-generation software suite it is willing to custom-tailor to individual automakers. The new system expands CarPlay’s capabilities to include full infotainment functionality and even vehicle diagnostics and control. Ultra can span both the infotainment screen and the digital gauge cluster.

Boutique automakers without massive software departments have eagerly adopted CarPlay Ultra. But Durach has decided not to incorporate it in the next generation of BMWs. His reasoning? The same “CarPlay myth” he references—though he still hasn’t offered any data to support it.

While most automakers are building much better infotainment software than they offered in 2014, many may have ulterior motives. A growing number are charging subscription fees for basic functionality. Some are even experimenting with ads on infotainment screens. For these reasons, shareholders would love to see Apple CarPlay phased out entirely.

If BMW ultimately deletes the software from its lineup, it would join the likes of General Motors.