After a decade of pursuing the dream of creating an electric car, Apple officially announced the cancellation of the Apple Car Project. This announcement was made internally by COO Jeff Williams and Kevin Lynch, who led the project since 2021.
Reasons and Challenges: This decision reflects the technical and technological difficulties and is a result of the increasing competition in the electric car market. The project reached a “life-or-death decision” within Apple, with pressure from shareholders leading to CEO Tim Cook making the decision.
Workforce Changes: Over 2,000 employees in the Apple Car team will face workforce adjustments. Some will transition to the Artificial Intelligence (AI) team under the leadership of John Giannandrea. There is an expected round of layoffs, but not all employees will be reassigned.
Journey of the Project: The Apple Car Project, also known as Project Titan, began research in 2014 and went through various fluctuations. Apple’s initial goal was to produce a fully autonomous vehicle, but plans were scaled back in recent years. Under the leadership of Doug Field, the project encountered numerous difficulties and challenges.
Apple’s Next Strategy: Despite the cancellation of the electric car project, Apple continues to invest heavily in the field of Artificial Intelligence (AI). This strategy is seen as a crucial step to optimize future potential, overcoming limitations associated with solely focusing on electric vehicles.
Elon Musk’s Reaction: Tesla’s CEO, Elon Musk, responded to this news through a Twitter post with welcoming emojis. Musk had previously promised to produce a steering-wheel-free car in 2021, but it is evident that this commitment did not materialize.
Apple’s decision marks a new chapter in the electric car industry race, forcing competitors to confront increasing challenges and adapt to the market’s dynamics.
Note: This article utilizes information, images from Bloomberg.
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