Apple had been building an autonomous EV — dubbed Titan — for almost a decade. Not anymore. The much-vaunted project has met its demise. Apple’s chief operating officer, Jeff Williams, and Kevin Lynch, a vice president steering the project, informed employees of the project’s discontinuation, Bloomberg reported. 

The outlet hinted that there will also be layoffs, though the exact number remains uncertain. 

Apple has so far burned an exorbitant sum of over $10 billion on the venture. The project had regressed to its roots as an electric vehicle featuring driving assistance to compete with Tesla, according to a half dozen people who worked on the project since 2014.

Six months ago, Apple’s vehicular ambitions had been cast into doubt by Ming-Chi Kuo, a prominent Apple analyst, who remarked that the company’s car plans had “lost all visibility”, highlighting the company’s need for alternative strategies to navigate the waters of the fierce automotive industry. 

Not a Grand Scheme 

Due to Apple’s long-maintained secretive ways, there was no public information about the project until its recent halt announcement. The last insider information on the internet dates back almost a year ago. This lack of updates was unusual, especially considering Apple’s typical openness about its ongoing projects.

In a little over two decades, Apple applied for 248 car-related patents. The end goal was to create a product that could rival Tesla, but be more affordable. Initially green-lit by Apple’s chief Tim Cook, the project was seen as a measure to retain engineers who might otherwise have departed for Tesla, NYT reported.  

The iPhone maker even explored the possibility of acquiring Tesla, engaging in discussions with Elon Musk. However, the company ultimately decided to develop its product in-house.

Despite a vote of confidence from Apple’s leadership, insiders familiar with the project, numbering six employees, told NYT that the team was well aware of the challenges they faced. Moreover, Project Titan had plenty of other problems, adding to the complexities of developing the electric vehicle.

A number of high-profile automotive figures took turns to lead the project throughout its survival. One notable leader was former Tesla executive Doug Field, who eventually departed for a role at Ford. Apple also recruited executives from Lamborghini and Ford, forming a team of over 2,000 employees that boasted talent from NASA and individuals experienced in developing race cars for Porsche.

In 2021, Apple brought Ulrich Kranz, a former BMW executive known for managing the i3 program. Kranz was lured away from the electric vehicle startup Canoo. Apple even talked with Canoo while it was in search of contract manufacturing partners, intellectual property, and personnel. 

Similar discussions were held with Hyundai and Kia as part of Apple’s exploration of the market.

Some of these legacy automakers reportedly left the project frustrated with its shifting timelines and ambitious goals. Simultaneously, the autonomous industry underwent a significant change from a moonshot star to a technology confronting both technical and regulatory obstacles globally.

Thank You, Next

Moving on already, Cook has announced that as part of the moving away from the EV road, Apple will reassign “many employees working on the car” to generative AI projects within its AI division.

During Apple’s Q1 earnings call, Cook disclosed the internal situation of generative AI, emphasising a cautious approach to releasing customer-facing applications of the technology. While other companies rushed to integrate generative AI in every product and service, Apple adopted a more discreet strategy. 

Clearly, in contrast to expectations, Apple’s lasting legacy will not be due to their car. But Apple still has a foothold in the sector, thanks to its CarPlay infotainment system. Several drivers prefer their iPhone’s car integration over the technology automakers have built from scratch.

Currently, users are anticipating the release of the next generation of CarPlay in the US this year. The upcoming update promises expanded functions for Apple’s in-car user interface. This includes control over multiple screens, camera integration, vehicle monitoring, climate control, and a comprehensive array of driving-related data such as average speed, fuel efficiency, and energy efficiency. 

Given the delays and talent shuffles, Apple’s EV division being shut down does not come as a surprise. All eyes are now on what Apple’s brewing in the generative AI section and its plans for a better UI system.