After a decade of innovation and billions invested, Apple’s ambitious foray into the automotive industry ends as the Apple Car project is shelved. Initially conceived during Steve Jobs’ tenure, the project resurfaced under Tim Cook’s leadership in 2014, aiming to revolutionize mobility with a fully autonomous vehicle.
However, despite efforts to collaborate with existing automakers and explore independent production, Apple’s automotive dreams remain unfulfilled. Mark Gurman sheds light on the project’s vision as an “ultimate mobile device” intended to complement Apple’s ecosystem and redefine transportation.
While the Apple Car’s demise represents a missed opportunity for significant profits, Apple remains committed to its automotive endeavors through products like CarPlay and Apple Maps. CarPlay’s evolution underscores Apple’s ongoing integration into the automotive world, with partnerships driving future innovations.