During the Q3 2013 financial results call call today, Apple's CEO, Tim Cook, was asked about the upcoming iOS 7 feature, iOS in the Car and what it meant for Apple. Cook replied that it was "very important". That iOS in the Car would be part of the Apple ecosystem like the App Store and iTunes, like iMessage and Siri. Cook said it was something people wanted, and that Apple could provide it in a unique way, and in a better way than anyone else. He called it a "key focus". But it might just be more than that. Much more.