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Apple has dropped its idea to make electric cars. Farewell to Apple’s Electric Car Project after a decade of investment



After years of speculation and anticipation, Apple’s ambitious venture into the automotive industry, famously known as Project Titan, has ended abruptly. This decision, announced internally by Apple’s Chief Operating Officer Jeff Williams, marks the conclusion of a decade-long effort that involved significant investments in resources, talent, and time.

Reasons Behind the Termination

The primary reason attributed to the termination of Project Titan is its staggering cost. Apple dedicated substantial funds to research and development over the years, potentially amounting to millions or even billions of dollars. Recent reports hinted at the exorbitant price tag of the Apple Car, with a rumored starting price of $100,000, targeting a niche market contrary to Apple’s mass-market approach.

Financial Considerations

In an era marked by advancements in artificial intelligence (AI), Apple aims to reallocate resources towards AI-driven endeavors. Terminating Project Titan reflects Apple’s strategic realignment towards investing in more promising ventures.

Manufacturing Challenges

The scale of manufacturing posed a significant challenge for Apple. While the company excels in producing smaller devices like iPhones and iPads, transitioning to manufacturing cars would have necessitated a massive overhaul of operations, including retail strategies tailored for car sales.

Focus on AI and Emerging Technologies

Apple’s decision to terminate the Apple Car project is also influenced by its desire to bolster capabilities in emerging technologies, particularly AI. With competitors making significant strides in AI, Apple seeks to maintain its competitive edge in this rapidly evolving field.

Struggles with Self-Driving Technology

Apple faced challenges in perfecting self-driving technology, initially aiming for a fully autonomous vehicle. However, the feasibility of such technology remains uncertain. Recent reports suggested a pivot towards a car with limited self-driving features, diminishing the project’s appeal and differentiation.

Implications and Reactions

The demise of Project Titan evokes mixed sentiments. While enthusiasts lament the missed opportunity for innovation within the Apple ecosystem, others recognize the pragmatic decision to prioritize investments in more promising ventures. The termination of the project may also impact third-party collaborations like Apple CarPlay.


The termination of Project Titan underscores the dynamic nature of technological evolution and market dynamics. Despite the disappointment, it serves as a reminder of the importance of strategic realignment and focusing resources on areas with the highest potential for impact and innovation. Apple’s decision reflects its commitment to adapt to changing industry landscapes and maintain its position as a leader in technology innovation.

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