Apple’s Failed Car Project: A $10 Billion Investment Proving Unsuccessful

Apple’s Excessive Spending on Titan Project Conflicted with Direction for 10 Years

Apple has decided to discontinue its car project, marking the end of a long and arduous journey that spanned ten years. The tech giant poured over $10 billion into the development of this venture, a staggering sum to invest in something that ultimately proved fruitless. It appears that indecision can be a costly struggle.

As uncovered by a recent article in The New York Times, the corporation’s original plan was to compete with Tesla and manufacture an electric car. However, their focus then shifted towards challenging Waymo in the development of an autonomous vehicle.

Apple enlisted the expertise of engineers from Porsche and NASA to join forces on a new project. The undertaking had a tumultuous journey, undergoing changes in leadership four times and undergoing various visions. At a certain stage, they even explored the possibility of purchasing Tesla, engaging in discussions with its CEO, Elon Musk.

According to reports, project “Titan” was abruptly terminated by Apple this week, leaving over 2,000 employees without a job. The original plan for the car was to create a high-end electric vehicle that would compete with Tesla. Despite previous speculations, it is estimated that the car would have been priced at a steep $100,000 if it had been released.

Despite the disappointment of not seeing an Apple-branded vehicle, it is important to note that the efforts put into the project will not go to waste. It has been reported that numerous members of the team will transition to Apple’s AI division and utilize their knowledge of artificial intelligence in other products. Although there are a few technological advancements specifically designed for the car, it is unlikely that they will ever be released to the public.

Apple has recently developed a state-of-the-art sunroof that effectively minimizes heat from the sun. Along with this, they have also introduced a windshield feature which displays turn-by-turn directions in an attempt to solidify their presence in the automotive market.

Despite the abandonment of the Apple car project, the company will remain a major player in the automotive industry. With their focus now on CarPlay, they are determined to dominate every available screen. It can be anticipated that Apple will have a continued presence in this sector for many years to come, in some shape or form.

Source: The New York Times

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