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In a move that surprised many, Apple Inc. has officially ended its decade-long electric car project, codenamed Project Titan. This ambitious project aimed to rival Tesla with a fully autonomous vehicle which now has been terminated after significant investment and years of development.
Nearly 2,000 employees dedicated to Project Titan were informed of the decision by Chief Operating Officer Jeff Williams and Vice President Kevin Lynch. This marks a significant setback for a project which was once considered a cornerstone of Apple’s future.
Project Titan faced numerous hurdles throughout its lifespan. Leadership transitions, like the departure of Doug Field to Ford, and strategic challenges plagued the project. The electric car market itself has experienced a slowdown in sales growth due to factors like high costs and limited charging infrastructure.
This broader industry shift impacted Apple’s decision, with established automakers like General Motors and Ford opting to prioritize hybrid vehicles. Even Tesla, the industry leader, has projected a slowdown in its own expansion.
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The internet predictably erupted in response to Apple’s announcement. Social media platforms saw a surge in humorous commentary, with users expressing their take on the news through memes and witty remarks. Some lightheartedly poked fun at the shift towards AI, while others offered speculations about the future of transportation.
Tesla CEO Elon Musk, known for his outspoken personality, seemingly celebrated the news with a social media post. Musk reacted to this news by commenting with a saluting emoji and a cigarette.
Some of the comments done by users on X platform –
“Apple giving up on the Apple car after 10 years of R&D sounds about right #AppleCar #applepronews.”
Another user wrote, “BREAKING: Apple has cancelled plans to make a car after realising it would require windows.”
A third user commented “I have lost the count of how many times we have heard about #AppleCar project starting, halting & closing. Hope this is the last”
Despite abandoning its electric car ambitions, Apple remains committed to innovation. Analysts suggest Apple’s shift towards generative artificial intelligence (AI) reflects a long-term vision focused on promising revenue streams compared to the uncertainties surrounding the EV market.
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The future of the Project Titan team is uncertain, with some members potentially transitioning to other areas within Apple. Layoffs are a possibility, with the exact numbers yet to be determined. Investors, however, reacted positively, with Apple’s stock experiencing a modest increase following the news.
Apple’s decision to terminate Project Titan signifies a strategic shift towards AI. This move highlights the company’s ongoing commitment to pushing boundaries in cutting-edge technology, while the fate of electric car ambitions remains a question mark for the future.
The post Apple Car Project Abandoned! first appeared on Cartoq.
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