Apple’s purported venture into the automotive realm, known colloquially as the Apple Car, has been shrouded in secrecy. While the tech giant has never officially acknowledged its existence, a recent report delves into the behind-the-scenes saga from Steve Jobs’ initial musings to its eventual demise.
In 2008, amidst a looming recession, Jobs entertained the idea of an Apple-branded vehicle, considering acquiring a struggling car manufacturer like General Motors. However, the focus shifted to the iPhone’s development, shelving the car project temporarily.
Fast forward to 2014, under Tim Cook’s leadership, Project Titan emerged, aiming to develop a Level 5 autonomous vehicle. Discussions ensued with various automakers, including Mercedes and Ford, but collaborations faltered over differing visions and control over technology.
Despite substantial investment exceeding $10 billion, internal setbacks and a projected launch timeline extending to 2030 led Cook to pull the plug on the project earlier this year. Instead, Apple shifts its focus to utilizing acquired technology for other ventures, signaling the end of the Apple Car saga.
