But Brian Geisel, the CEO of Geisel Software, a developer of mobile, Web, and embedded applications, thinks that even though they might resist now, the popularity of Apple could eventually compel automakers to partner with Apple or other major tech companies.

"If it's something you would have done for free, then stock can be a great motivator and could certainly pay off long term," says the developer who is also CEO of Geisel Software, a Shrewsbury, Mass.-based web and mobile-development company.