In a surprising turn of events, Apple has reportedly terminated its ambitious plans to develop an electric car, marking the end of a decade-long endeavor that consumed substantial resources. According to Bloomberg, executives disclosed the decision during an internal meeting, projecting potential layoffs and reassigning employees to concentrate on generative artificial intelligence projects.
Under the codename “Project Titan,” Apple endeavored to pioneer an electric, semi-autonomous vehicle, investing billions in the endeavor. Despite speculation fueled by executive hints, including Apple CEO Tim Cook’s occasional references, the company never officially confirmed its intention to enter the automotive market.
The project, shrouded in secrecy, captivated both the automotive and tech sectors. Apple recruited talent from renowned car manufacturers like Lamborghini and Tesla, and acquired autonomous vehicle startup Drive.ai in 2019. However, setbacks plagued the initiative from its inception, with layoffs and executive departures disrupting its momentum.
Reports earlier this year suggested Apple’s anticipated car release would be delayed until at least 2028, with the company scaling back ambitions from a fully autonomous vehicle to one with limited self-driving capabilities akin to Tesla’s models. This retreat contrasted sharply with earlier aspirations for a revolutionary self-driving car devoid of conventional controls.
The decision to terminate the electric car project caught many employees off guard, with potential layoffs looming large. Elon Musk, CEO of Tesla, responded to the news with symbolic emojis, signaling acknowledgment of Apple’s shift in focus.
Apple’s pivot away from the automotive sector underscores a strategic realignment towards artificial intelligence. Emphasizing generative AI development during a recent earnings call, Cook highlighted the company’s commitment to delivering innovative AI features to consumers in the near future.
As Apple navigates this pivotal transition, its decision to refocus on AI projects marks a significant evolution in its technological roadmap, leaving behind the aspirations of an electric car in favor of pioneering advancements in artificial intelligence.
