Apple’s Project Titan Concludes: Transitioning from Cars to AI

After a decade, Apple halts its car project, Titan, redirecting efforts to generative AI amidst challenges and a shift in focus.

After spending ten years trying to create a self-driving car for the public, and later, focusing on an electric vehicle, it’s reported that Apple has ended its car project, known as Project Titan. The project faced numerous challenges, including frequent staff changes, shifting priorities, and extended delays, and was never officially revealed by Apple. Now, it seems it might never be.

This information was provided by Bloomberg, which referred to sources familiar with the situation. Around 2,000 employees were involved in Project Titan, and it’s believed that those who are able will transition to Apple’s projects in generative AI. According to Bloomberg, the car project hit a critical juncture last month, leading Apple to postpone its launch until 2028. Whether this will result in layoffs remains uncertain, though Apple had a significant number of automotive engineers and designers on staff to bring its first car to life, who may no longer have a place at the company.

However, the end of Project Titan seems to have brought some relief to Apple’s investors, as the company’s stock increased slightly by 0.5% following the Bloomberg report on Tuesday. The report also mentioned that Apple had aimed for a retail price around $100,000 for Titan, with initial promises of Level 2 automation at its launch. This level of automation is significantly less advanced than the Level 4 autonomy that was originally hoped for, which would have allowed the car to operate fully autonomously under certain conditions without the need for a driver’s intervention.

Throughout its development, there were rumors of Apple discussing partnerships with various car manufacturers, suppliers, and tech companies, including Hyundai, LG, and Magna, to help bring Titan to market. In 2021, reports indicated that Hyundai was hesitant to diminish its brand to support Apple’s venture, fearing it would become merely a manufacturing facility for Apple cars.

Despite the discontinuation of Project Titan, Apple remains engaged in the automotive industry, particularly with its latest CarPlay system that integrates more extensively with a vehicle’s functions, such as the HVAC system. This system has been announced for future models from Porsche and Aston Martin, including the DB12. Nevertheless, the ambitious product that aimed to revolutionize self-driving cars in the way the iPod transformed digital music has ultimately come to a foreseeable end.