Apple has reportedly pulled the plug on its long-rumored car project after nearly a decade of development. The company had originally envisioned a fully autonomous electric vehicle but has now decided to abandon the effort.
This decision comes after numerous strategic shifts, including a postponed launch date and downgraded self-driving capabilities. Sources indicate the project faced significant hurdles that these changes couldn’t overcome.
Apple is now pivoting and shifting resources towards generative AI, a major focus for the company. Employees from the car project may find new roles within Apple, but layoffs are expected.
The car project, known as Project Titan, has cost Apple billions of dollars over the years. It also saw leadership changes, with former Tesla executive Doug Field leaving in 2021.
While Apple’s plans for a fully autonomous car are scrapped, the company may still explore other avenues within the automotive technology industry in the future.
