After more than a decade of talk, speculation, and supposed development, Apple has decided to pull the plug on its ambitious electric car project, known as Project Titan. This decision marks a shift in focus for the tech giant, as it redirects its efforts toward generative artificial intelligence (AI). The move comes as a surprise to the approximately 2,000 employees who were dedicated to the project, as they were informed of the discontinuation by Apple’s Chief Operating Officer, Jeff Williams, and Kevin Lynch, the Vice President overseeing the endeavor.
Initially conceptualized in 2014 as a fully autonomous vehicle similar to Waymo’s offerings, Project Titan underwent several transformations over the years. Apple reportedly adjusted its strategy to position itself as a competitor to Tesla, with rumors circulating about potential partnerships with established automakers like Hyundai and Toyota. Recent months saw an increase in on-road testing, although speculation emerged earlier this year that the project was being scaled back.
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The envisioned timeline for Project Titan included an anticipated release date of 2026, later revised to 2028, with rumors suggesting a price tag just shy of $100,000 for the production model. Plans also included the implementation of fully autonomous driving capabilities for highway use. However, with the shift in focus away from the electric car initiative, it appears that the dream of an “iCar” from Apple may now be permanently shelved.
While some employees will transition to Apple’s AI team, others are expected to face layoffs as a result of the project’s cancellation. This decision underscores Apple’s commitment to exploring new frontiers in technology, with generative AI emerging as a priority area for innovation and development. Despite the setback in the realm of electric vehicles, Apple remains dedicated to pushing the boundaries of technological advancement in other domains.
Mike Floyd is a finance executive by trade and a car enthusiast at heart. As a CFO with a keen eye for detail and strategy, Mike brings his analytical mindset to the automotive world, uncovering fresh insights and unique perspectives that go beyond the surface. His passion for cars—especially his favorite, the Porsche 911, fuels his contributions to Automotive Addicts, where he blends a love for performance and design with his professional precision. Whether he’s breaking down industry trends or spotlighting emerging innovations, Mike helps keep the site both sharp and forward-thinking.
