In a surprise move, tech giant Apple has purportedly decided to pause the development of its electric vehicle project. An inside source told Reuters that the ambitious iCar program has been scrapped “for the foreseeable future.”
Dubbed ‘Project Titan,’ Apple’s automotive ambitions have been in the works since 2014. However, challenges ranging from battery issues to a lack of direction have grounded the plans for now.
Just last year, Apple brought on Porsche’s vice president of chassis development to lead its car team. Over 1000 engineers were allocated to Project Titan across software, hardware design, and supply chain logistics.
The sudden abandonment has blindsided employees who believed an ‘iCar’ was definitely on the horizon after years of work. Apple has not officially confirmed the shutdown, but dozens of project members will likely be reassigned.
Industry observers opine that a potential Apple car faces an uphill battle against established players. Tesla dominates the premium EV space, while retailers like Toyota make rapid inroads. Apple would have needed at least 5–7 years to enter the fray.
There were also unresolved manufacturing, service infrastructure, and driving autonomy quandaries. Additionally, battery innovations failed to progress as quickly as Apple desired.
CEO Tim Cook has decided the lengthy road to launch was fraught with uncertainty. Refocusing on Apple’s core strengths may be prudent rather than entering an intensely competitive auto space.
Apple’s ambitions drew parallels to tech peer Google, whose self-driving car project was scrapped in 2016. The tech giants have found automotive engineering a different challenge than smartphones or software.
While Apple may revisit its motoring dreams later, the iCar is certainly parked for now. The abrupt shutdown after seven years of development has sent shockwaves through the auto and tech worlds. But until Apple issues a statement, Project Titan’s fate remains speculative.
The company will likely channel its famous design and engineering talent into its flagship gadgets for the foreseeable future. But it marks the end of an intriguing tech story—where, for a while, it seemed an Apple marvel on wheels could soon be cruising our streets.
