Apple’s Car Project Fizzles: An Abrupt End to the Vision

Cupertino’s long-running project comes to an end after ten years.

The internal project at Apple known as Project Titan, which began in 2014, appears to have come to an end. Insider sources who revealed this information to Bloomberg chose to remain anonymous, since the official decision to scrap the project has not been publicly announced.

As per the report, Apple executives Jeff Williams, COO and Kevin Lynch, Vice President, informed the internal team of 2,000 individuals involved in the project, referred to as Special Projects Group (SPG), about their decision.

Interestingly, it has been reported that vehicles equipped with Apple software have been engaged in traffic collisions as recently as this month, according to collision reports recorded by the California Department of Motor Vehicles. The purpose of these cars may have been to assess other forms of Apple technology, such as CarPlay. Nevertheless, until Apple provides a response, it remains uncertain whether this project has come to an end.

Staff members from the SPG, consisting of engineers and creators of hardware, have been instructed to conclude their work. This comes as a result of a recent report stating that a considerable portion of them will be moved to Apple’s division dedicated to artificial intelligence, under the leadership of John Giannandrea. Unfortunately, there are also reports of some employees being let go while others may have the opportunity to switch to different positions within the company.

The conclusion to ultimately discontinue the Apple Car endeavor emerged following a recent announcement stating its postponement until 2028. Initially, it had been pushed back to 2026 and was expected to boast self-driving features up to SAE Level 4, but it has now downgraded to only Level 2 driver assistance – a level lower than the self-driving capabilities approved for use in the US by Mercedes-Benz on their EQS model.

The exact cause behind the abandonment of the Apple Car venture remains unknown. However, numerous problems have plagued the project since its inception. These include prominent executives leaving for other corporations and initiatives, difficulties with battery suppliers, and a lack of clearly defined goals. With the decline in demand for electric vehicles and the slow progress of self-driving technology towards widespread acceptance, it comes as no shock that Apple is redirecting its efforts elsewhere.

In the beginning of the year, individuals familiar with the situation revealed that the endeavor had reached a critical juncture. However, it appears that it has now come to its inevitable end.