Apple is withdrawing its plans for a self-driving, electric car. Project Titan, as it was called internally, has taken a decade of work.
Reliable websites, such as Bloomberg and Reuters, report the cancellation of the Titan cars based on sources. Chief Operating Officer Jeff Williams and Vice President Kevin Lynch informed employees Tuesday of the impending end. The news came as a surprise for the nearly 2,000 employees who worked on Project Titan. They were told that the project would be phased out.
Apple has invested several billion in Project Titan. Around 2014, the company began working on an autonomous and electric car with a limousine-like interior and voice-activated navigation. However, the project went awry from the start, with multiple strategy and management changes. It would be years before Apple could bring the car to market. The self-driving technology, in particular, proved to be a significant challenge.
In addition, Apple faced a cooling market for electric cars. Regular car buyers were reluctant to buy because of high prices and a lack of good charging infrastructure. All in all, enough reason for Apple’s top executives to pull the plug on the electric car project in recent weeks.
Consequences for staff
For much of the staff on the car team, Apple has alternative work in mind. The company plans to transfer the employees to the artificial intelligence department, focusing on generative AI projects. Apple is increasingly prioritizing these projects.
However, the automotive team employs hundreds of hardware engineers and vehicle designers. They may be able to apply for jobs with another Apple team.
For some employees, quitting Project Titan will also mean losing their jobs. It is unclear how many employees will be laid off.
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