The project, which began in 2013, saw Apple accumulate talent from automakers like Ford and Mercedes-Benz, as well as from other internal divisions. Despite various pivots and restructuring, including a focus on developing an autonomous driving system in 2016, the project failed to produce a clear product. In 2021, Apple was reported to be courting Hyundai Motor Group to build the Apple Car, but by 2022, the company had reportedly scaled back its ambitions to a car that would only be autonomous on highways. The project was finally killed in 2024, with no formal prototype ever produced.
Key takeaways:
- Apple's secretive car project, known as Project Titan, has been cancelled after a decade of development and speculation.
- The project was marked by a lack of clear direction, with Apple seemingly unable to decide whether it wanted to focus on autonomous vehicles or electric cars.
- The end of Project Titan raises questions about the future of the electric vehicle (EV) and autonomous vehicle (AV) industries, as well as where Apple will find its next big source of revenue.
- Despite the project's cancellation, Apple's exploration of the EV and AV sectors could still influence the company's future products and strategies.