Despite the significant financial investment and years of development, Apple has now decided to focus on generative AI, leveraging the expertise gained from Project Titan. The company plans to integrate its learnings in AI and automation into future products such as AI-powered AirPods with cameras, robotic assistants, and augmented reality experiences. Over 2,000 employees previously involved in the car project will be relocated, with some facing layoffs.
Key takeaways:
- Apple's 'Project Titan', an ambitious plan to enter the automotive sector, has been officially terminated after costing the company over $10 billion without producing a marketable car.
- The project, which began in 2014, faced numerous challenges including internal disagreements, technical hurdles, and leadership changes, leading some employees to refer to it as the 'Titanic disaster'.
- Despite initial discussions to buy Tesla, Apple decided to build its own car and later shifted its focus to developing a fully autonomous car, a decision that proved to be a major hurdle due to the complexity of self-driving technology.
- Apple will now focus on generative AI, leveraging the expertise gained from Project Titan to integrate AI and automation into future products such as AI-powered AirPods with cameras, robotic assistants, and augmented reality experiences.