The latest report from Bloomberg reporter Mark Gurman says Apple is abandoning a long-term project they have been working on for about a decade, which is electric cars.
In 2018, Apple was rumored to be planning to disrupt the auto industry like they did with the smartphone industry. At that time, famous analyst Ming-chi Kuo predicted that Apple would launch an electric car between 2023 and 2025.
The multi-billion dollar project, which Apple calls Project Titan, began in 2014 with plans for a fully autonomous, electric vehicle featuring voice navigation and a luxurious interior. Apple constantly changes team leaders and finds that building a self-driving car is more difficult than they thought.
Starting in 2017, Apple road-tested several car models using Lexus’ SUV exteriors, but the company realized a problem that forced them to change: the demand for electric vehicles is decreasing.
Therefore, Apple leaders decided to end the project, not long after there were reports that the company had delayed the release of an electric vehicle until 2028. According to the report, CEO Jeff Williams and his deputy Project president Kevin Lynch informed Apple employees working on the car that the project was over. Some employees working in the Special Projects Group (SPG) developing cars will be transferred to the artificial intelligence (AI) division working on general AI, which is a top priority for Apple. Others may find jobs in other parts of Apple or be laid off.