Apple Car Project: Rise, Fall, and Future Shift

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Apple Car Project: Rise, Fall, and Future Shift

16- Apple has terminated its Apple Car project, disbanding a team of 2,000 employees to refocus efforts on artificial intelligence and other products stemming from its decade-long automotive exploration.

While Apple has maintained a veil of secrecy surrounding its vehicle development, insiders have unveiled details, including insights into the testing of early concepts.

One such revelation emerged from a report recounting an incident in the fall of 2015. Apple’s chief designer, Jony Ive, and CEO Tim Cook endeavored to demonstrate an early Apple Car prototype at the company’s Sunnyvale, California headquarters. At this nascent stage, Apple envisioned a vehicle transforming the conventional cabin into a mobile living room.

Apple Car Project: Rise, Fall, and Future Shift

Initiating its automotive endeavor with aspirations for a fully autonomous vehicle, Apple gradually tempered its ambitions. Early prototypes resembled a Fiat 600 Multipla, embodying the concept of a European minivan tailored as a mobile productivity hub.

During an attempted demonstration, dubbed the Siri-powered driving engine, Apple’s prototype lacked Siri integration. Instead, an actor mimicked Siri’s responses, indicative of the project’s nascent stage.

Despite the initial vision, Apple ultimately pivoted from its innovative approach, opting for conventional features such as steering wheels, pedals, and limited self-driving capabilities.

Project Titan was shelved, yet Apple’s accumulation of automotive-related patents and expertise continues to inform future endeavors, notably in artificial intelligence.

While Apple exits the automotive arena, it maintains a foothold through products like CarPlay, Apple Maps, and Siri, with potential developments anticipated at upcoming events like WWDC.

Car Project: Rise, Fall, and Future Shift">
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Maria Byrd

By Maria Byrd

Maria Byrd blends automotive journalism with a lifestyle lens, focusing on the intersection of design, comfort, and culture in today’s vehicles. At Dax Street, she covers luxury interiors, cutting-edge features, and the evolving role of cars in daily life. With a background in design and consumer trends, Maria’s work highlights the finer details—from the stitching on a leather seat to the UX of a next-gen infotainment system.

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