Apple is canceling a decade-long effort to build an electric car, Bloomberg reports, quoting unnamed “people with knowledge of the matter.” The article says that this means the tech giant is abandoning “one of the most ambitious projects in the history of the company.”
Bloomberg’s Mark Gurman says Apple made the disclosure internally Tuesday, surprising the nearly 2,000 employees working on the project, said the people, who asked not to be identified because the announcement wasn’t public. The decision was purportedly shared by Chief Operating Officer Jeff Williams and Kevin Lynch, a vice president in charge of the effort.
The project — dubbed “Project Titan” — has been underway since 2014. It’s seen various exec and employee turnovers. There have been dozens of patents filed for, and granted for, the Apple Car.
The Sellers Research Group (that’s me) has long argued that Apple shouldn’t get into the car business. My opinion is that Apple should concentrate on all its current hardware, software, streaming services, etc., instead of adding a major undertaking such as a car.
