In a surprising move, tech giant Apple Inc. has officially brought an end to its decade-long electric car project, known as Project Titan. This ambitious endeavor aimed to rival Tesla by developing a fully autonomous electric vehicle. The decision to terminate Project Titan comes after years of significant investment and development.
The announcement was made to nearly 2,000 employees dedicated to the project by Apple’s Chief Operating Officer, Jeff Williams, and Vice President, Kevin Lynch. The termination of Project Titan represents a major setback for Apple, as the electric car initiative was once considered a pivotal part of the company’s future endeavors.
Throughout its lifespan, Project Titan faced numerous challenges, including leadership transitions such as the departure of key personnel like Doug Field to Ford. The project also encountered strategic challenges, and the broader electric car market experienced a slowdown in sales growth due to factors like high costs and limited charging infrastructure.
The decision to abandon the electric car project reflects a broader industry shift, with established automakers like General Motors and Ford prioritizing hybrid vehicles over fully electric ones. Even industry leader Tesla has projected a slowdown in its own expansion efforts. Apple’s move suggests a reevaluation of priorities within the electric vehicle market and a shift in focus for the tech giant.
