The power here is on the rental car companies. They buy the most cars by far. And so when they say that customers won't accept a rental car without a CarPlay, the car makers will listen.

Does their salary bonus depend on that though?

Car makers make money selling cars. Which buyers happily pay five figure suns for. An executive can add to the bottom line by raising sales prices/volumes with a more competitive product, or lowering component costs.

This isn’t some weird social media business with non-paying users and a reliance on ad money.