Apple pulls the plug on ambitious Apple car project

Apple has decided to abandon its ambitious Apple Car project, which could have catapulted the tech giant to unprecedented heights, after approximately a decade of development. The origins of the concept for an Apple Car can be traced back to Steve Jobs’s conversations about his ideal car with a former senior vice president. However, Apple didn’t start working seriously on creating an electric car until 2014, when it unveiled a top-secret project dubbed “Titan.” The project has experienced many highs and lows since then.

Apple eventually gave up on its auto project after experiencing years of setbacks. Apple informed the 2,000 people working on the project that it was closing on February 27, 2024. Indeed, the project had expanded from the previously stated “several hundred” workers in 2014 to a few thousand workers as Apple attempted to address the intricate and multidisciplinary challenges involved in creating an automobile.

It has been decided to start winding down the project and move the team to the artificial intelligence division, which will be led by executive John Giannandrea. Instead, these staff members would concentrate on developing generative AI.

Apart from the emphasis on generative AI, the decelerating growth in electric vehicle sales in the US may also be a factor in Apple’s decision to discontinue Project Titan. It appears that buyers in that location are choosing hybrid vehicles over all-electric ones due to the lack of charging infrastructure.