Apple Is Reportedly Scrapping Its Electric Car After a Decade
‘Project Titan’ is officially no more.
Apple has given up on its electric car, Bloomberg reported first, citing people with knowledge of the matter. The long-running effort, codenamed “Project Titan,” had been in the works for a decade.
The news was reportedly broken to the 2,000 employees who had been working on Project Titan over an email from executives Apple executives Jeff Williams and Kevin Lynch. The EV team was apparently being referred to as Apple’s Special Projects team.
Following the news, some of the employees will reportedly be moved over to a unit working on generative AI. According to Bloomberg, the hardware engineers and car designers will be able to apply to other roles at the company but there will still be a round of layoffs.
It was reported last month that Apple had given up on Project Titan being a self-driving car – its initial vision for the project – and had shifted to a less autonomous design with certain specialty features, such as self-parking and allowing users to take their hands off the wheel.
Executives were reportedly concerned with the potential profit for the vehicle, prompting the latest decision to scrap it entirely, per Bloomberg. Apple was apparently investing hundreds of millions each year and planned to sell the car for around $100,000 USD.
