Apple has scrapped its widely talked about "Project Titan" or the Car project, according to reports. As per a report by Bloomberg, the announcement regarding the shutdown was made yesterday during an internal meeting by COO Jeff Williams and project boss Kevin Lynch. The report stated that both leaders confirmed that the project will now wind down. The report added that more than 2,000 technicians were working on the project and now will be moved to the firm’s artificial intelligence division which focuses on generative AI projects.
However, it is important to note that there are expected to be some redundancies as well as the existing team also employs several hundred designers and hardware engineers. Apple has officially declined to comment on the matter, reported Bloomberg.
Why Was The Project Scrapped
One of the biggest reasons believed for this decision was the low margins that the car was expected to make when it was compared with profits which Apple products usually enjoy. Apple would have also been required to spend millions of dollars just to get the car to market. It was expected that the car would be priced at around USD 1,00,000 (around Rs 83 lakh) which would make it a less viable product. The same concern was raised by board members, stated Bloomberg.
Project Titan of Apple was marred by setbacks and delays and the most notable one came last year when Apple scaled back plans to launch the EV with Level 5 (full) autonomous driving. Instead, the company looked at more common Level 2 systems, citing difficulties with current technology.
No official images of the car were released but, in 2022, it was reported that Apple had signed off on the design of its first automotive product, showing that there was some progress on the project.
This project was originally planned to be an MPV-sized autonomous shuttle with the seating being limousine-style. However, soon this was changed to a more conventional design and was equipped with human controls.
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