The problem for Apple right now is that is so huge that any business idea is so small in scale that doesn't move the needle. I mean a 1 billion dollar idea is a great pitch, but for Apple is less the 0.5% in revenue, doesn't make the board level.
From this point of view there are very few industry where you could venture with such a huge scale. The automotive industry is one of them and appears to be ready for disruption. The problem as mentioned in the article is the incredibly low margin. I don't believe you could cut a lot on the cost of production, years of experience have optimized the process an the material that get into a car is that much, you could reduce them by a lot without impacting safety. Apple could try to put a premium on their car, and the margin on ultra-high premium car (Ferrari, Lamborghini...) are higher than Apple's margin. But the price is so high that the revenue is razor thin. The point is, a 30% premium on a device that costs on average 400$ is 120$, doesn't reduce the buyers pool by a lot. A 30% premium on a 20K car is 6K, it change a lot. And if you go in the premium segment is even more.
Final consideration, maybe the price Apple is aiming are not electric car but direct competition with Google's self-driving car. Or if you want car as-a-service. It is something not totally in Apple's DNA but it could provide hefty profit margins. Could be that the release date is 2029 and not 2019?