The development of an electric vehicle by Apple, a venture that had sparked widespread curiosity and speculation, has been officially terminated. Bloomberg sources reveal that the decision to discontinue the electric car project, internally known as Project Titan, was conveyed to Apple employees by COO Jeff Williams and Kevin Lynch, who had been overseeing the project since 2021.
This announcement came as a result of the project reaching a critical juncture, with Apple’s top executives, including CEO Tim Cook, under significant pressure from shareholders to decide the project’s fate.
Project Titan, which had been in the works since 2014, was an ambitious endeavor aiming to revolutionize the electric vehicle market.
With over 2,000 employees dedicated to the project, the recent decision to halt development has left many facing uncertain futures.
While some team members will be transferred to Apple’s AI division under John Giannandrea, others will have the opportunity to apply for different positions within the company, although layoffs are anticipated.
The project’s discontinuation surprised the employees involved, despite recent reports suggesting that Apple had been targeting a 2028 launch with an estimated price tag of around $100,000. Initially, Apple aimed to create a fully autonomous vehicle, devoid of steering wheels and pedals, a vision that had been scaled back significantly in recent years.
Leadership changes, including Doug Field’s departure to Ford in September 2021 after returning to Apple from Tesla in 2018, further underscored the project’s fluctuating direction.
The news prompted a response from Elon Musk, who acknowledged the development with a saluting emoji on X (formerly Twitter). Musk had previously promised a steering wheel-less vehicle by 2021, a goal that remains unachieved.
The termination of the Apple Car project represents a significant shift for Apple, a company known for its innovative products and services.
The decision reflects the challenges and complexities inherent in entering and revolutionizing the automotive industry, an endeavor that extends far beyond the company’s established domain.
