Why Did Apple Cancel the Apple Car?
- Apple's decade-long quest to rival Tesla with a self-driving car has abruptly ended.
- Discover the overambitious goals that led to the downfall of Apple's Project Titan.
- From groundbreaking designs to staggering costs, find out why Apple's car dream didn't make it.
In March 2024, insiders at Apple broke the news that the tech giant has officially canceled its highly secretive electric car project, known internally as "Project Titan," marking the end of a decade-long endeavor that aimed to revolutionize the automotive industry. The company's ambition to create a fully autonomous vehicle without a steering wheel or pedals ultimately proved too challenging, leading to the project's demise.
A Vision Too Grand
When Apple began its car project around 2014, it set out with two possible paths: build a less ambitious electric vehicle with autonomy features similar to Tesla's, or "change the world with a full-blown self-driving vehicle, taking passengers from point A to point B with zero intervention from a driver," as Mark Gurman of Bloomberg reported.
"Apple's belief that it could create a better car than Tesla and the rest of the automotive industry ultimately led to the downfall of the project," Gurman wrote. The company aimed for a revolutionary design and Level 5 autonomy—the highest level of self-driving capability—a feat that even today remains out of reach for automakers.
Photo via InsideEVs // A 3D generated concept of the Apple Car.
The Downfall of Hubris
Apple's confidence was understandable. "Now, you can understand Apple’s hubris around 2014. The company had just upended smartphones, tablet computing and music playback," Gurman noted. However, attempting to leapfrog the competition without intermediate steps proved to be a critical mistake.
"It was as if Apple had tried to skip all the early iPhone models and jump right to the iPhone X," an individual involved in the decision-making process told Bloomberg. By the time Apple realized the enormity of the challenge, "it was too late," Gurman wrote. The company had already invested billions into developing a Level 5 self-driving system and designing a car meant to have no steering wheel or pedals.
Internal Struggles and High Costs
The project's cancellation also stemmed from internal strife, leadership issues, and indecisiveness among Apple's executive team. The auto market is notoriously complex, with thin profit margins and intricate supply chains that differ vastly from Apple's traditional consumer electronics business.
"Apple Inc. didn't abandon plans for an electric car until last week, but it now seems clear that the project was doomed nearly from the start," Gurman observed. The company's pursuit of an unprecedented level of autonomy without prior automotive experience was a significant gamble.
According to NPR's Bobby Allyn, "Apple executives on Tuesday informed teams working on the tech giant's vehicle, called Project Titan internally, that hundreds of employees who worked on the car will be shifted to divisions working on artificial intelligence."
Photo via WCCF Tech // No one really knows what the Apple Car would've looked like, but there are plenty of concepts like this one.
The Impact on Apple's Future
The end of the car project leaves Apple searching for its next big breakthrough under CEO Tim Cook. While the Apple Watch and AirPods have been successful, they are seen as extensions of existing products. "A car would have made much more of a splash," Gurman stated. It was "probably the only product category that could bring in serious revenue right from the start."
Tesla CEO Elon Musk appeared to welcome the news, sharing a social media post about Apple's move with a saluting emoji and a cigarette.
What's Next for Apple?
With the car project shelved, Apple is reportedly shifting focus to other areas, including augmented reality glasses, AI advancements, and products like the Vision Pro. Many employees from Project Titan are being reassigned to divisions working on artificial intelligence, though some are expected to be laid off.
Apple declined to comment on the project's cancellation.
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