A recent report suggests that Apple's much-discussed car project, dubbed "Project Titan," has met its end. According to Bloomberg's Mark Gurman, the company made an unexpected announcement on Tuesday, signaling the termination of the project. The move surprised around 2000 employees supposedly engaged in the initiative, with Apple's Chief Operating Officer, Jeff Williams, and Vice President, Kevin Lynch, delivering the news.
While specifics regarding the fate of the affected employees remain scarce, some are reportedly being reassigned to Apple's artificial intelligence research divisions under John Giannandrea's leadership. However, it remains uncertain where the remaining staff will be relocated, if at all.
The genesis of Project Titan dates back to March 2015 when rumors surfaced of Apple's foray into electric car development at its Sunnyvale, California offices. Codenamed "SG5" within Apple, the project was shrouded in secrecy, with employees instructed to conceal their badges upon entering the premises. The buildings, including one registered under the guise of "SixtyEight Research," maintained an air of confidentiality, employing frosted glass and security measures akin to Apple's headquarters.
Amidst speculation and occasional leaks, Apple's ambitions for the project appeared to evolve. Originally anticipated as a fully autonomous vehicle, later reports hinted at a more conventional design with manual controls. Delays and shifts in strategy prolonged the project's timeline, with a speculated launch pushed to 2026. Changes in pricing strategies also emerged, suggesting a more affordable offering compared to initial projections exceeding $120,000.
Analysts, such as Daniel Ives and Ming-Chi Kuo, previously offered insights into the project's trajectory, with varying degrees of optimism. However, Kuo's recent remarks underscored uncertainty surrounding the project's future, casting doubt on its feasibility without significant acquisitions.
In essence, Apple's decision to shutter Project Titan marks the end of a long and secretive endeavor, leaving many questions unanswered about the company's automotive ambitions.
