Did you read the article? It's not a "buzz," it's a "loud hum."

:P

Not sure if how company who netted $18 billion in their last quarter needs to generate buzz.

Either way, bringing a car to market is a wise move for Apple never struck me as a great idea. I've always suspected there's just too much good will and little-guy championing for Tesla to make Apple's offering a thing we want to own. Tesla vehicles are also incredibly well designed, aesthetically pleasing, and have a tonne of respect for laying the groundwork for this emerging industry.

Could it have been better for the brand to partner with Tesla and restore some credibility? Not sure. But I do predict they'll call this thing the Apple Auto.