The Morning After: Apple’s car project may be dead
After roughly a decade, multiple leadership changes and a regular spot in Apple rumor reports, the Apple Car project, internally known as Project Titan, could well be dead. A new report from Bloomberg’s Mark Gurman says Apple has officially canceled the car, breaking the news to nearly 2,000 employees working on it.
Apple will reportedly move “many employees working on the car” to the company’s artificial intelligence division where they will focus on generative AI projects, which Apple is expected to share more about later this year.
Leaks over the years revealed the company’s ambitions to expand into a brand-new product category. At the beginning of the project in 2014, Apple wanted to build a fully self-driving car without pedals or a steering wheel, with a remote command center ready to take over for a driver. More recently, Apple pared down its ambitions, with the most recent reports suggesting Apple’s car would be a more standard electric vehicle.
Now, we may never know. Would you have bought an Apple car?
— Mat Smith
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