Apple stopped developing its secret electric and autonomous vehicle after 10 years, closing the project known internally as Project Titan. Leadership informed the car team’s 2,000 employees this week.
Launched around 2014, Project Titan intended to design a fully self-driving electric car with a luxurious interior. However, Apple struggled repeatedly to settle on a clear strategy and leadership for the unusually ambitious undertaking.
With the market outlook cooling on EV adoption, Apple is refocusing internal talent toward its artificial intelligence division instead. Much of the car team will shift under John Giannandrea, Senior Vice President of Machine Learning and AI. They will concentrate efforts on generative AI and other key technologies.
The pivot allows Apple to avoid the pitfalls in electric vehicles today, such as high pricing, sparse charging infrastructure, and dampening consumer demand. It also prevents Apple from directly competing with automakers dependent on its CarPlay iPhone integration system.
While Apple spent billions on its unrealized automotive vision over the past decade, innovations like autonomous driving proved complex. Apple’s AI expertise shows greater near-term promise in powering products and services leveraging Siri, search, and more.
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