Driver updater is also vital for video, audio, driver and image quality settings.

FORBES: Connect

When iTrip Auto is connected to an iPhone or iPod touch, Aha detects and launches its Griffin iTrip-specific settings to help the driver find an unused FM frequency on which to stream their Aha stations.

ENGADGET: Griffin adds Aha by Harman to its iTrip Auto in-car FM transmitter

Adidas-TaylorMade's new driver offers its users a dizzying 168 separate settings, according to the company's brand director Jason Howarth.

WSJ: Rory McIlroy, Nike Hoping for Long-Term Benefit