Apple’s decision to scrap its long-awaited electric car project, codenamed “Project Titan,” after a decade of development marks a significant shift in the tech giant’s automotive ambitions. According to reports by Bloomberg, the company has abandoned its plans for an electric vehicle (EV), opting instead to focus on other projects such as generative AI.
The news came as a surprise to many, especially the 2,000 employees who had been dedicated to Project Titan. Apple executives Jeff Williams and Kevin Lynch reportedly broke the news to the team via email, signaling the end of a chapter in Apple’s automotive endeavors.
Initially envisioned as a self-driving car project, Project Titan underwent numerous iterations and faced challenges along the way. However, recent reports suggested that Apple had scaled back its ambitions for the vehicle, opting for a less autonomous design with specialized features like self-parking.
Despite these adjustments, concerns about the profitability of the venture ultimately led to Apple’s decision to abandon the project entirely. The company’s executives were reportedly apprehensive about the potential returns on investment, especially given the projected high price point of around $100,000 USD per vehicle.
In response to the project’s cancellation, some employees will be reassigned to other units within Apple, particularly those focused on generative AI. However, there are also reports of impending layoffs as the company undergoes restructuring in the wake of Project Titan’s demise.
While the discontinuation of Project Titan may come as a disappointment to some, it underscores the challenges and uncertainties inherent in the automotive industry, even for tech giants like Apple. As the company shifts its focus to other endeavors, the fate of its electric car ambitions remains uncertain.
