Apple's traditionally secretive stance on its car endeavor, known as Project Titan, has become more apparent in recent reports indicating a significant scaling back of its ambitions. As per a Bloomberg report, the company has shifted its focus away from constructing its electric vehicle to rival Tesla and instead prioritizes the development of self-driving software for collaboration with established automakers.
According to Bloomberg's Mark Gurman and Alex Webb, recent months have witnessed significant changes within Apple's 1,000-member strong car team, with hundreds either reassigned, released, or choosing to depart. Company executives are reported to have set a deadline of late 2017 to determine the final course for the project, spurred by a series of strategy disputes, leadership transitions, and challenges in the supply chain.
Initiated in 2014, Project Titan was initially conceived with ambitious intentions to revolutionize the automotive industry akin to Apple's impact on the mobile business. Apple's COO Jeff Williams underscored this vision in 2015, stating, "The car is the ultimate mobile device, isn’t it?" However, it appears that the company underestimated the complexity of the endeavor, particularly the intricacies of automotive supply chains. This recent report follows similar narratives from Bloomberg in July and The New York Times in September.
Despite these developments, Apple has yet to officially acknowledge the existence of its secretive car project. Nonetheless, CEO Tim Cook hinted at it during the company's recent annual shareholders' meeting, likening the anticipation to the excitement of Christmas Eve from childhood. However, with the project's direction becoming increasingly uncertain, there's a risk of disappointing fans eagerly awaiting a glimpse of what lies beneath the surface.
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