Apple has decided to scrap its “Apple Car” project, the decision was made during an internal meeting led by COO Jeff Williams and project head Kevin Lynch
Shift to Artificial Intelligence
Over 2,000 technicians initially dedicated to the car project are slated to transition to Apple’s artificial intelligence division. The focus will now shift towards engaging in generative AI projects.
However, given the restructuring, some job redundancies are expected, affecting designers and hardware engineers. Apple declined to comment on the matter, according to Bloomberg reports.
Financial Concerns and Project Evolution
The decision to abandon the Apple Car project stems from financial considerations. Predictions indicated that the automotive endeavor would yield lower profit margins compared to Apple’s established tech product line.
The projected cost of the Apple Car was estimated to be around Rs 83 lakh, making it a less viable product for the market, a concern emphasized by board members.
A Series of Setbacks
The Apple Car project has faced multiple setbacks and delays throughout its journey. Last year, Apple scaled back its initial plans to launch the electric vehicle with Level 5 ADAS (Advanced Driver Assistance Systems).
Technological difficulties prompted a shift towards more common Level 2 systems, a move to ensure a smoother integration into the market.
Project Titan’s Evolution
Initially named Project Titan, the car was conceptualized as an MPV-sized autonomous shuttle with limousine-style seating.
However, this design was later revised to a more conventional model equipped with human controls. Despite numerous reports and speculations, no official images of the car were ever released.
Platform Challenges
A significant challenge for Apple was the absence of a secured platform or manufacturing partner for the car.
While rumors hinted at the possibility of an in-house platform, especially with the appointment of ex-Lamborghini chassis chief Luigi Taraborrelli, this plan never came into action.