What Killed the Apple Car?
Bloomberg Originals・10 minutes read
Apple's Project Titan, aiming to disrupt the car industry like the iPhone did to Nokia and Motorola, ultimately fails after ten years of development. Despite shifting focus to advanced driverless technology and partnerships with Tesla and Mercedes Benz, Apple abandons the idea of a self-driving car in 2023, opting to make an electric car to compete with Tesla.
Insights
- Apple's Project Titan, initially envisioned to revolutionize the car industry, transitions from a focus on a driverless car to an electric vehicle to compete with Tesla, showcasing the company's adaptability and strategic shifts in response to market dynamics and competition.
- The ultimate failure of Project Titan underscores Apple's commitment to prioritizing artificial intelligence (A.I.) as a crucial component of its future growth, as the project's team is redirected to bolster Apple's main A.I. group, highlighting the centrality of A.I. in shaping Apple's strategic direction and innovation endeavors.
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Recent questions
What was Apple's Project Titan?
A secretive venture to create a revolutionary car.
Who did Apple partner with for driverless technology?
Tesla and Mercedes Benz.
Why did Apple abandon the idea of a self-driving car?
To focus on making an electric car to compete with Tesla.
What color was Apple planning to sell their car in?
Only in white.
What happened to the team working on Project Titan?
Redirected to Apple's main A.I. group.
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Summary
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Apple's Project Titan: A Decade of Failure
- Apple's Project Titan, a secretive venture to create a revolutionary car, ultimately fails after ten years of development.
- Initially aiming to disrupt the car industry like the iPhone did to Nokia and Motorola, Apple planned to outdo General Motors and Tesla.
- The project began with exploring a Tesla acquisition but shifted to developing their own car, hiring top talent from Porsche and Audi.
- Ideas for the car included no steering wheel, only touchscreens and Siri controls, and selling it only in white.
- Apple's focus shifted to advanced driverless technology, leading to partnerships with Tesla and Mercedes Benz.
- Despite testing Lexus cars with Apple's tech in 2017, the project faced leadership changes and confusion over Tesla or Google competition.
- By 2023, Apple abandons the idea of a self-driving car, opting to make an electric car to compete with Tesla.
- The project is ultimately shut down in 2023, with the team redirected to Apple's main A.I. group, emphasizing the importance of A.I. in Apple's future growth.
