Apple’s decision to cancel its electric car project, Project Titan, after a decade of effort and billions of dollars spent, is a significant development reported by Bloomberg. The termination of Project Titan is particularly surprising given its status as Apple’s most ambitious project to date, aimed at rivaling Tesla in the electric vehicle market.
Bloomberg’s report indicates that Apple’s senior executives, including CEO Jeff Williams and VP Kevin Lynch, made the decision to wind down the project in recent weeks. The internal disclosure of this decision was made on February 27, 2024.
The announcement left nearly 2000 employees who had been working on the project stunned. In response to the decision to shut down the project, some employees will be transferred to Apple’s Generative AI team, which is led by John Giannandrea.
In response to the shutdown of the project, Apple plans to reassign some employees to its Generative AI team, led by John Giannandrea. However, not all employees from the Apple Car project will receive this opportunity. Some may need to “apply for positions in other Apple teams“, while others may face layoffs, although the exact number is currently unclear, according to Bloomberg.
Earlier this year, rumors circulated suggesting that Apple had shifted its focus away from its initial plans for a fully automated, driverless car, opting instead for an electric vehicle with fewer self-driving features. This change in strategy was seen as a direct challenge to Tesla’s technology. Apple had originally planned for the electric car to debut around 2026, but these plans have now been completely abandoned.
Elon Musk replied to a post on Twitter with a saluting emoji, in his trademark style.
Rumors about the Apple Car first emerged in 2014, sparking speculation about the tech giant’s foray into electric vehicles. Since then, the project has faced numerous challenges, including multiple redesigns and changes in leadership. In 2021, Apple Watch chief Kevin Lynch took over the project. Despite significant investments and efforts spanning a decade, Apple ultimately decided to shelve the ambitious Project Titan, deeming it unfeasible.
AzMo Tech’s Take
The reasons behind Apple’s decision to cancel Project Titan are unclear, but it can be speculated that the company’s priorities have shifted since the project began in 2014. Despite investing billions of dollars and significant effort, the project did not achieve any tangible results. One possible explanation could be the failure to develop autonomous driving technology that meets Apple’s high standards. This is not the first instance of Apple abandoning a project; last year, the company reportedly halted efforts to develop an in-house custom 5G modem, and the Apple AirPower project is another example of a product that never materialized.
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