Apple Cancels Ten-Year Long Electric Car Project

After a decade-long effort, Apple Inc. (NASDAQ: AAPL) has made the decision to pull the plug on its ambitious electric car project mainly due to its proposed charging mechanism proving to be unworkable, marking the end of one of the most significant undertakings in the tech giant’s history.

Internal sources revealed that the disclosure of the project’s cancellation came on Tuesday, surprising nearly 2,000 employees dedicated to the endeavor. Chief Operating Officer Jeff Williams and Kevin Lynch, a vice president overseeing the project, informed staff members about the decision to wind down the project.

Many employees from the car team, known as the Special Projects Group (SPG), will be transitioned to the company’s artificial intelligence division to focus on generative AI projects.

While specific details regarding layoffs remain unclear, Apple declined to comment on the matter. Investors, however, responded positively to the news, with Apple’s shares climbing approximately 1% following Bloomberg’s report.

The decision to terminate the project, known as Project Titan, comes as a significant blow to Apple’s aspirations to enter the automotive industry. Despite years of effort and billions of dollars invested, the project struggled from its inception, facing leadership changes and strategic shifts.

Apple’s vision for an autonomous electric vehicle with advanced features such as voice-guided navigation encountered numerous hurdles, particularly in the development of self-driving technology. Moreover, the company faced challenges amidst a cooling market for electric vehicles, with major car manufacturers dialing back their EV plans due to lackluster demand and manufacturing bottlenecks.

Even Tesla, a leading player in the EV market, signaled a slowdown in its rate of expansion. Analysts predict a notable deceleration in domestic EV sales growth this year compared to previous years.

Apple’s decision to reallocate resources towards generative AI projects aligns with strategic considerations, according to analysts. The long-term profitability potential of AI revenue streams outweighs the uncertainties associated with the automotive industry.

While Apple’s foray into the electric car market may have come to an end, the company continues to invest heavily in other areas, such as augmented reality with the recent launch of the Vision Pro headset. Additionally, Apple’s CarPlay software, which integrates iPhone features into vehicle controls, is poised to receive further enhancements.


Information for this briefing was found via Bloomberg and the sources mentioned. The author has no securities or affiliations related to this organization. Not a recommendation to buy or sell. Always do additional research and consult a professional before purchasing a security. The author holds no licenses.

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