has officially ended its Project Titan electric car program , details about what went on and what went wrong inside the cloistered halls of Apple headquarters in Cupertino, California, are beginning to emerge.
Gurman says Apple was feeling pretty cocky in 2014. It had just upended the cellphone, tablet, and music industries. It was about to launch the Apple Watch, which it thought would crush the Swiss watch market. Apple wanted to do the same thing for cars. The world of personal transportation seemed like a category ripe for disruption, one that could be transformed with a smartly packaged combination of hardware, software, and services. The company could design the coolest looking car on the road, develop its own underlying operating system, and sell services on top of it — services like self-driving features, Apple Music, and TV+ video streaming.
Against that backdrop, scrapping Apple’s car project wasn’t a mistake, especially since it frees up resources to focus on new generative AI features. But it’s still a massive disappointment that will alter the course of the company’s history, perhaps for decades to come.Canoo Lifestyle Vehicle