After a decade since Apple initiated its electric vehicle (EV) project, reports indicate that the project has been terminated. The news, first brought to light by Bloomberg, suggests that key employees from the project will be reassigned to Apple’s AI division to support digital growth.
Project Titan, as the initiative was commonly known, faced challenges and its cancellation aligns with the trend of global automakers reducing investments in EVs due to declining demand. With the automotive industry shifting towards AI strategies, this decision by Apple seems logical.
Exploring Project Titan
Project Titan was approved more than ten years ago to tap into the growing interest in electric vehicles. Initially, there were expectations of Apple launching its first EVs by 2024 or 2025, but the projected release date was later pushed to no later than 2028.
Recent reports indicate that Project Titan struggled to make progress despite significant investments in research and development. The project underwent changes in software approaches and vehicle designs, with initial speculations suggesting Apple was working on fully autonomous vehicles without traditional controls.
As global EV demand declines, major players like Tesla, Polestar, and Xpeng are expanding their customer base. US-based companies like Ford and General Motors have also paused new EV shipments, focusing on streamlining their production processes for efficiency.
Shift Towards AI Services
Resources from the now-canceled EV project at Apple will be redirected towards generative AI projects, according to Bloomberg’s report. The rapid advancements in AI technology have prompted many businesses to align their strategies with AI to stay competitive.
Apple’s move to prioritize AI services comes as the company faces challenges in keeping up with AI innovations, as evidenced by Microsoft surpassing Apple as the most valuable company globally. This shift underscores the importance of integrating AI into technological developments for sustained competitiveness.
