Apple has halted its long-rumored “Project Titan” work on developing an electric car, according to Bloomberg. The company reportedly announced the news internally on Tuesday and said many people in the 2,000-person team behind the car will shift to generative AI efforts instead. Apple’s chief operating officer Jeff Williams and Kevin Lynch, a vice president in charge of the project, informed employees of the project’s discontinuation, Bloomberg reports.
Apple hired a number of key leaders to work on the project, including Tesla’s former Autopilot software director and the former CEO of the embattled EV startup Canoo. However, the project seems to have hit a number of roadblocks over the years, including the 2021 departure of Apple car chief Doug Field. In 2022, a report from The Information outlined how Apple had struggled with high turnover among staff, constantly changing plans, and internal skepticism.