Apple’s highly anticipated electric car project, which had been in the works for nearly a decade, has been abruptly canceled by the tech giant. The secretive project, internally known as Titan and Project 172, was intended to rival Tesla’s electric vehicles with self-driving capabilities.
The decision to scrap the project was announced to employees in an internal meeting on Tuesday, with members of the team being reassigned to roles within Apple’s artificial intelligence division. Kevin Lynch, an executive involved in the car project, will now report to John Giannandrea, the company’s head of artificial intelligence strategy.
While Apple had not officially unveiled its car to consumers, the project had long been a poorly kept secret in Silicon Valley, as the vehicles were being tested on public roads. The cancellation comes as a surprise, as Apple typically does not abandon high-profile projects of this nature.
Apple’s move to enter the car space was seen as a potential avenue for growth, as the company has faced challenges in finding new sources of revenue beyond its saturated iPhone market. CEO Tim Cook had hinted at Apple’s interest in the automotive industry, and the company had been testing autonomous driving technology in hundreds of vehicles for years.
The cancellation of the electric car project is a blow to Apple’s efforts to innovate and introduce new hardware products under Cook’s leadership. Despite the setback, Apple has continued to invest heavily in research and development, spending $113 billion in the last five years on developing new technologies.
The news of Apple’s decision to cancel its electric car project marks a significant shift in the company’s strategy and raises questions about its future plans for entering the automotive industry.
