Apple Crashes Car Project After Working On It For A Decade

Image generated on AI

Apple has swerved off course on its long-rumored electric car project, ending a secretive, decade-long journey into the automotive industry. Over the past years, the iPhone and Mac maker had been quietly fueling speculation about its entry into the electric vehicle market with a venture dubbed ‘Project Titan’. However, in a recent internal team meeting, Apple executives announced the project’s cancellation, signaling a significant shift in the company’s direction towards generative artificial intelligence.

‘Project Titan’ was an ambitious endeavor that saw Apple pouring billions of dollars and recruiting top talent from both the automotive and tech sectors. Despite the high level of confidentiality, its existence was an open secret, with the tech giant making notable hires from prestigious car manufacturers like Lamborghini and Tesla, and even acquiring the autonomous vehicle startup Drive.ai in 2019.

The decision to scrap the electric Apple Car was delivered by Chief Operating Officer Jeff Williams and Vice President Kevin Lynch, who were reportedly leading the charge on ‘Project Titan’. They informed the nearly 2,000 employees involved that the focus would now pivot to generative AI projects under the leadership of executive John Giannandrea. This transition comes amid forecasts of layoffs and a reassignment of many team members to other areas within the company.

Speculation about the Apple Car had painted a picture of a vehicle brimming with innovation, from advanced self-driving capabilities and LiDAR sensors for navigation to cutting-edge battery technology for longer ranges. There were even patents hinting at features like adaptive doors and a roof with “variable opacity,” allowing for control over the amount of light entering the vehicle. Despite these tantalizing details, recent reports suggested a scaling back of its autonomous features and a postponed launch date to at least 2028.

Tesla CEO Elon Musk responded to the news with salute and cigarette emojis on X (formerly Twitter), an assumed nod to the competitive tension between the two companies.

🫡 🚬 https://t.co/f5wn0y95gx

— Elon Musk (@elonmusk) February 27, 2024

As Apple turns its wheels toward generative AI, the termination of ‘Project Titan’ marks a notable detour in its strategic direction. Not even Vision Pro owners who coughed up US$3,499 for the added layer of “spatial” perception could have seen this coming.

[via The Boston Globe, The Guardian, TechCrunch, cover image generated on AI]