In a surprising turn of events, Apple has decided to halt its decade-long effort to develop an electric car, abandoning one of its most ambitious projects to date. According to sources familiar with the matter, the decision was communicated internally on Tuesday, catching nearly 2,000 employees working on the project off guard.
Chief Operating Officer Jeff Williams and Vice President Kevin Lynch, who led the effort, informed staffers that the project would wind down, with many employees from the car team, known as the Special Projects Group (SPG), being reassigned to the artificial intelligence division under executive John Giannandrea. The focus for these employees will now shift to generative AI projects, reflecting an increasing priority for the company.
The decision to discontinue the project marks the end of a multibillion-dollar effort known as Project Titan, which aimed to propel Apple into the automotive industry. Since its inception around 2014, Project Titan encountered numerous challenges, including changes in leadership and strategy. Despite efforts by Lynch and Williams to revitalize the project in recent years, it failed to gain traction.
Apple’s ambitious goal was to develop a fully autonomous electric vehicle with advanced features, but technical hurdles and market conditions proved formidable. The company faced difficulties in perfecting self-driving technology and encountered cooling demand for electric vehicles (EVs) in the market. Despite road-testing its system using external vehicles, Apple struggled to make significant progress.
The decision to shift resources away from the electric car project and towards AI reflects Apple’s strategic realignment. With the EV market facing challenges, the company aims to capitalize on the long-term profitability potential of AI revenue streams. This move is seen as a strategic pivot that could drive future growth and innovation for Apple.
While the cancellation of the electric car project represents a significant setback, Apple remains committed to innovation in other areas. The company continues to invest heavily in research and development, recently launching new products such as the Vision Pro headset. Additionally, Apple’s CarPlay software, which integrates iPhone features into vehicle systems, is being redesigned to offer deeper integration and functionality.
Despite the end of its electric car ambitions, Apple’s focus on AI could open up new opportunities for the company in the evolving technology landscape. By leveraging its expertise in AI, Apple aims to stay at the forefront of innovation and maintain its position as a leader in the tech industry.
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