The Apple Car project, conceived over a decade ago, commenced in 2014 with the ambitious goal of developing a self-driving vehicle, marking Apple’s entry into the automotive domain.
Dubbed Project Titan, this venture emerged not at the behest of CEO Tim Cook, but through the initiative of engineers seeking a new challenge following the success of the Apple Watch.
Recognizing the automotive industry’s shift towards autonomy, spurred by competitors like Google, Apple’s leadership acceded to the engineers’ proposal, aiming to retain talent and maintain relevance in this evolving landscape.
Apple’s exploration of automotive endeavors included the contemplation of acquiring Tesla. Although Elon Musk entertained the idea of selling Tesla to Apple, the latter opted to forge its path, preferring to establish an automotive division from scratch to avoid integration challenges.
Investments in car development, encompassing technology, patents, talent acquisition, and startup acquisitions, exceeded $10 billion. The project’s workforce swelled to 2,000 employees, drawing expertise from esteemed entities such as NASA, Porsche, and Tesla, which is indicative of Apple’s commitment to pioneering technology.
However, challenges loomed large. Engineers anticipated a high price point for the Apple Car, projected to surpass $100K, potentially limiting its market viability. Despite reservations, Apple remained resolute, cognizant of the saturated smartphone market’s limitations and the automotive industry’s lucrative prospects.
Yet, internal doubts persisted, with the project dubbed “the Titanic disaster” by some insiders. Leadership changes ensued, culminating in Kevin Lynch, instrumental in the success of the Apple Watch, assuming control. The project’s trajectory fluctuated, with a shift towards self-driving software development in lieu of a dedicated vehicle.
Ultimately, Apple’s pursuit of autonomous driving software encountered insurmountable obstacles, prompting a strategic pivot towards AI projects.
While the Apple Car project may have faltered, its technological advancements lay the groundwork for future endeavors, including AI-powered AirPods, robot assistants, and augmented reality applications.