The Apple Car electric vehicle will never see the light of day

Apple has reportedly halted its much-speculated “Project Titan,” the initiative to develop an electric car, as revealed by Bloomberg. The company made an internal announcement on Tuesday, disclosing that a significant portion of the 2,000-person team involved in the car project will transition to focus on generative AI endeavours instead.

Read: Bandwidth Blog & Smile 90.4FM Tech Tuesday: Sora generative video AI!

Jeff Williams, Apple’s chief operating officer, along with Kevin Lynch, a vice president overseeing the project, informed employees of the decision to discontinue Project Titan, Bloomberg states. While layoffs are expected, the exact number of affected workers remains unclear.

Rumours surrounding Apple’s venture into building its electric vehicle have circulated for years, with recent reports suggesting ongoing work on the project. Wired disclosed earlier this month that Apple had logged over 45,000 miles in 2023 using its developed autonomous driving technology, while Bloomberg reported in January a delay in the car’s anticipated launch until 2028.

The clandestine car project, codenamed Project Titan, initially surfaced in 2015, prompting Apple to recruit key talent, including former Tesla executives. However, the initiative faced numerous challenges over the years, notably the departure of Apple’s car chief Doug Field in 2021. A report in 2022 from The Information outlined internal struggles, such as high staff turnover and shifting plans.

While initial speculation suggested Apple’s car would remain below the $100,000 mark, later reports cast doubts on the vehicle’s advanced self-driving capabilities. Given these circumstances, Apple’s pivot towards AI initiatives appears strategic. The company is reportedly investing heavily in training its AI model, Ajax, with CEO Tim Cook confirming upcoming generative AI features. Rumours also indicate AI updates for Spotlight and Xcode.

Although Apple may have abandoned its self-driving electric vehicle aspirations, Sony and Honda are forging ahead with plans to open preorders for their Afeela electric cars in North America next year, featuring autonomous capabilities and slated for rollout in 2026.