After years of speculation and development, Apple has quietly shelved its electric vehicle (EV) project. Bloomberg’s Mark Gurman reports the tech giant is now focusing on artificial intelligence (AI) and augmented reality (AR). This move comes after a series of setbacks in the EV venture, called Project Titan, which started in 2014.
Despite assembling a team of experts across software, batteries, and automotive engineering, the project faced significant hurdles. Challenges ranged from maintaining Apple’s high-quality standards to failed negotiations with leading carmakers like VW and BMW over data control.
Shift in Focus: AI and AR Technologies
Earlier this week, Jeff Williams, Apple’s Chief Operating Officer, and Kevin Lynch, who led the EV project, broke the news to about 2000 staff members. They’re expected to shift to AI projects and Apple’s new headset business. This strategic pivot underscores Apple’s commitment to AI and AR, areas poised for growth.
The journey of Apple’s car project has been anything but smooth. Initially inspired by the success of Tesla’s Model S, Apple toyed with the idea of an “iCar” in 2008. It took until 2014 for the project to officially kick off. Despite high hopes and a dedicated team, progress was intermittent. CEO Tim Cook paused the project in 2019, only for it to resume in 2020 with renewed effort and investment. However, continuing delays pushed the potential launch from 2026 to 2028.
Throughout its development, Apple sought partnerships with Hyundai, Volkswagen, and others to leverage their manufacturing expertise. While there were talks of utilizing Hyundai’s E-GMP platform, agreements fell through. Recent updates suggested a shift towards a more traditional vehicle design, moving away from initial innovative aspirations.
A New Direction for Apple
Apple’s decision to cancel the EV project marks a significant redirection of the company’s focus towards AI and AR. This move may disappoint some fans eagerly awaiting an Apple-branded car. Yet, it opens new avenues for Apple in emerging tech sectors. With its resources now redirected, the future of AI and AR at Apple looks promising.
