After more than a decade of development and an investment that exceeds $10 billion, Apple has decided to cancel its ambitious Apple Car project, according to a recent report by The New York Times. This project, which began in 2014 under the name “Project Titan”, faced numerous challenges that ultimately led Apple to reconsider its viability.
Apple’s decision to cancel the Apple Car project, despite initial enthusiasm and substantial investment, reflects the strategic and operational challenges faced during its development.
Challenges and strategic decisions
During its development, the Apple Car was described by some employees as “the Titanic disaster”, reflecting internal skepticism about the project’s possibility of success. Despite the initial enthusiasm and the signature of Tim Cook, CEO of Apple, the team in charge of developing the vehicle knew that the task would be colossal. An electric vehicle with self-driving capabilities would require a selling price of at least $100,000, facing tight margins and fierce competition.
Conversations with Tesla and leadership
Apple considered acquiring Tesla as an alternative, but decided that building its own vehicle would be more consistent with its goals. Despite “conversations” with Elon Musk in 2014, the acquisition seemed “very unlikely.” Additionally, Apple’s inability to find the right leader for the project and constant changes in direction were critical factors in its eventual cancellation.
Employees who contributed to the development of the Apple Car will be redeployed within Apple, applying lessons learned to future innovations in AI and augmented reality technology.
Lessons Learned and Employee Redeployment
More than 2,000 employees who worked on the Apple Car project are being redeployed within Apple, some to work on AI and other technologies, while others will be laid off. Apple plans to apply lessons learned from the Apple Car project to other devices, including AI-powered AirPods with cameras, robotic assistants and augmented reality.
The cancellation of the Apple Car project and the considerable investment that supported it highlight the risks and challenges inherent in developing innovative technology. Although the Apple Car will not come to fruition, the experiences and knowledge gained during its development could significantly influence the direction of future Apple innovations, opening up new possibilities in the field of artificial intelligence and augmented reality.