Apple terminates electric car project “Project Titan”

Alex Omenye
Alex Omenye

Apple has officially terminated its ambitious autonomous electric car project, known internally as “Project Titan,” in a meeting with the team held on Tuesday morning.

This decision is anticipated to result in the layoff of hundreds of employees from the team, and all ongoing work on the project has been halted. According to reports, some of the remaining employees will be redirected to Apple’s generative AI projects.

The cancellation of the car project comes amid a broader industry trend where major automakers are reevaluating their commitments to electric vehicles. Additionally, there is increased scrutiny of autonomous vehicle projects, with many companies facing challenges and setbacks in developing self-driving technology.

Apple’s foray into the automotive sector was closely watched, as it was seen as a potential avenue for the tech giant to diversify its revenue streams.

The move was expected to counterbalance the challenges posed by plateauing hardware sales and regulatory pressures on its services business. However, with the termination of Project Titan, Apple’s automotive ambitions have come to an end, at least for now.

The project, which began in 2014, has undergone several pivots and changes in focus over the past decade. At its peak, around 5,000 employees were reportedly dedicated to the effort.

The team oscillated between developing an all-electric vehicle to compete with Tesla and creating a fully autonomous vehicle similar to what Waymo has been working on.

According to TechCrunch, the decision to end the project was communicated by Apple’s Chief Operating Officer Jeff Williams and Kevin Lynch, the Vice President in charge of Titan, during a brief 12-minute meeting with the team.

The announcement did not allow for questions, but an employee described it as “abrupt” while acknowledging that the decision had been in the works for an extended period.

This development reflects a strategic shift for Apple, and it remains to be seen how the company will refocus its efforts in the automotive and related technology sectors. Apple has not provided official comments on the termination of Project Titan.

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