Valued at 2.82 trillion dollars, the world’s second-largest company by market capitalization reportedly halted Project Titan, also known as the Apple Car, a venture initiated in 2014. News of the project’s cancellation emerged through Bloomberg, indicating that high-ranking executives from Apple disclosed the decision internally.
While an official announcement is pending, sources suggest approximately 2,000 employees involved in Project Titan will transition to generative AI projects, a domain focused on creating new content through artificial intelligence. Generative AI, capable of transforming text inputs into various media forms, holds promise for innovation.
Apple’s COO Jeff Williams and VP of Technology Kevin Lynch informed the Special Projects Group (SPG) employees about the termination.
Overseen by John Giannandrea, the artificial intelligence division’s head, Project Titan previously comprised car designers and engineers, many of whom may be reassigned to different roles, although some layoffs are anticipated.
Despite its secretive nature, Project Titan was confirmed in 2015 by a former Apple executive, Tony Fadell, who revealed Steve Jobs’ contemplation of an Apple car in 2008.
Before its purported cancellation, Project Titan faced setbacks, including delays in launch and reduced self-driving capabilities. Meanwhile, competitors like Mercedes-Benz AG and Xiaomi advanced in autonomous technology, underscoring the challenges faced by Apple in the automotive industry.