Apple Car Abruptly Canceled: Report

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Automotive Editor

Based out of the Washington, D.C. area, Joel Patel is an automotive journalist that hails from Northern Virginia. His work has been featured on various automotive outlets, including Autoweek, Digital Trends, and Autoblog. When not writing about cars, Joel enjoys trying new foods, wrenching on his car, and watching horror movies. 

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, Automotive Editor - February 29, 2024
Apple Car Concept

According to a new report from Bloomberg, Apple is abruptly canceling its plans for an autonomous, all-electric vehicle. The project, which has nearly spanned a decade, quickly came to an end, surprising roughly 2,000 employees that were working on the project, claims unnamed sources. The employees received the news from two high-ranking executives who were in charge of the project, bringing Apple’s dreams of having a fully autonomous vehicle to market to an end.

The two executives – Jeff Williams and Kevin Lynch – reportedly told the group of 2,000 employees that the project would begin winding down and that Apple would shift employees to the company’s artificial intelligence division. The outlet states the company sees generative artificial intelligence projects as a key priority. Bloomberg claims that Apple will probably lay off some employees, but information on official numbers isn’t available yet.

Apple’s electric car program, which was called Project Titan, always seemed like an odd fit for the company. The program was originally launched in 2014 and seemed like a poor fit for Apple from the very beginning. The company is known for making trendy, cutting-edge electronic devices. Questions about where and how Apple would manufacture the car were consistently raised. Apple’s electric car program went through numerous changes over the years, including new executives and leaders to less ambitious goals.

Apple Car Concept

The company never openly shared information on the project, but Apple started to test self-driving technology in 2017. Bloomberg also claims that Apple was conducting a lot of its tests secretly at a “gigantic track in Phoenix” that used to belong to Chrysler.

News of Apple’s plans to ditch its all-electric and autonomous vehicle comes at a time when the entire automotive industry is rethinking EVs. Demand for electric cars has greatly decreased, while pricing to manufacture EVs remains high. With traditional automakers pumping the brakes on plans for EVs, Apple’s all-electric car faced a lot of headwinds before it ever became a reality.

Bloomberg’s report, interestingly, comes shortly after the outlet ran a story claiming that Apple’s electric car project had reached a “make-or-break point.”

Apple isn’t the only smartphone manufacturer to look into manufacturing cars. As CNBC reports, Xiaomi, a company that builds Android smartphones, announced that it would build an electric car recently. Foxconn, one of Apple’s main partners, announced plans to build EVs last year. Sony has showcased a few different all-electric concepts and recently announced a joint venture with Honda to have an EV on sale by 2026.

Pictured: Apple Car Concept

Source: Automotive News (Subscription Required), CNBC

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, Automotive Editor

Based out of the Washington, D.C. area, Joel Patel is an automotive journalist that hails from Northern Virginia. His work has been featured on various automotive outlets, including Autoweek, Digital Trends, and Autoblog. When not writing about cars, Joel enjoys trying new foods, wrenching on his car, and watching horror movies. 

Follow On: Twitter

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