Apple has announced the discontinuation of its long-standing initiative to create an autonomous electric car, referred to internally as Project Titan. The news was shared in a brief meeting with the project team on Tuesday. This halt may lead to the removal of hundreds of the project’s personnel, totaling around 1,400.
The remnants of the workforce might be moved to Apple’s generative AI projects, while others have been given 90 days to acquire new positions within the firm or face dismissal.
The secretive project was launched in 2014, but for the past decade, it saw a continual shift in its goal, alternating between constructing an all-electric car and building a totally autonomous vehicle. The latter was even said to be similar to what Waymo, Alphabet Inc.’s subsidiary, has achieved.
The announcement comes at a time when major car manufacturers are reassessing their investments in electric cars and autonomous vehicle projects are under increased scrutiny. Apple’s involvement in the automotive industry could have been potentially beneficial to its economy by providing a new source of income.
The company’s decision to halt the project was not sudden, despite the abruptness of the announcement. In fact, earlier this year, reports indicated that the project’s leadership was under increasing pressure from Apple’s top executives and board members to speed up the launch of a marketable product.
A variety of prominent automotive executives, including former Tesla executive Doug Field and executives from Ford and Lamborghini, rotated within Project Titan over its lifespan. In 2021, Apple even hired Ulrich Kranz, a former executive from BMW who had been working with EV startup Canoo.
In its pursuit of partnerships for contract manufacturing, talent acquisition, and intellectual property, Apple had discussions with companies like Canoo, Hyundai, and Kia.
