Apple Cancels Its Plan for en Electric Vehicle

Apple cancels one of its most ambitious plans, an electric vehicle for everyone

Apple would have declined the initiative to enter the electric car market for the moment. Apple has decided to cancel its plan to enter the electric vehicle market known as ‘Project Titan’, after a decade of secret development.

Apple continues with the goal of implementing artificial intelligence in its future projects. REUTERS/Mike Segar/

This vehicle, whose expectations placed it as a considerable competitor in the niche of luxury electric cars with an estimated price of $100,000, was part of the company’s ambition to diversify its range of innovative products in the market.

The information has already been confirmed by internal sources at Apple. Chief Operating Officer Jeff Williams and Kevin Lynch, Vice President in charge of Project Titan, would have informed a team of 2,000 employees about this decision.

Apple had been working on the fully autonomous electric car for a decade. EFE/John G. Mabanglo

As revealed, this strategic move does not imply the dismissal of these workers; on the contrary, many of them will be relocated within the company, specifically to the team dedicated to the development of generative artificial intelligence (AI).

Since its inception in 2014, Project Titan had been shrouded in a certain mystery and high expectations. This project aspired to revolutionize the electric vehicle market with proposals such as a limousine-style interior design and voice control functionalities, outlining itself as a completely autonomous car.

Why Apple would have declined the initiative for autonomous electric vehicles

According to the mentioned media, the decision to step away from the development of electric vehicles reveals an adjustment in Apple’s priorities towards areas that the company considers critical for the future of technology and human development.

In this case, it is generative artificial intelligence, an emerging field that promises to transform the way humans interact with machines and process information, in which the company would be more interested in strengthening its developments.

In February, Tim Cook, CEO of Apple, announced that the company would introduce new features based on generative AI by the end of the year, underscoring the importance that Apple places on this constantly innovating area.

Apple wants to invest more resources in artificial intelligence

Apple’s work and research with innovation in artificial intelligence is not minor in a field where most technology companies are doing it. It has been reported that the company invests millions of dollars daily in training its AI model, named Ajax.

This investment is part of the $113 billion that Apple has allocated to research and development over the past five years, which demonstrates the scale of its commitment to leading in cutting-edge technology.

Moreover, the recent launch of the Vision Pro virtual reality glasses is an example of Apple’s work in introducing disruptive products. However, the cancellation of Project Titan does not diminish the dynamism of the electric vehicle market.

Companies like Sony and Honda continue to advance their proposals, with the launch of models like the Afeela, expected to arrive in North America next year. This sector remains highly competitive, with established players like Tesla constantly facing new challenges and competitors.

Meanwhile, Apple’s decision to cancel its foray into the electric vehicle market can be interpreted as a reevaluation of its long-term goals and a reconfiguration of its pursuit to continue being pioneers in technologies that will define the future of humanity.

Meanwhile, the electric vehicle market continues to evolve, and competition keeps increasing, with or without Apple in the race, ensuring that innovation in this field is constant and far from stopping. Time and market behavior will judge whether it was a wise choice by Apple.

Links

• Apple cancels its autonomous electric car project and is laying off some workers – TechCrunch
• Sell pre-owned Apple device online – iGotOffer
• Everything About Apple’s Products – The complete guide to all Apple consumer electronic products, including technical specifications, identifiers and other valuable information.

Apple cancels plans to build an electric car [Video]

Video uploaded by CNBC Television on February 28, 2024.