IT ENDED WITH a whimper, not a bang. On February 27th, Apple’s Chief Operating Officer, Jeff Williams, told the 2000 employees engaged in Project Titan, Apple’s EV venture, that the entire project was being cancelled. The 12-minute video conference dropped the axe on the Apple Car.
Perhaps it wasn’t a total surprise, as earlier this year there had been rumours that the Apple Car project was to be re-scoped again – this time abandoning ambitious full-autonomous technology in favour of the Level 2 autonomous functionality that EVs today routinely offer. It was clear that this wasn’t going to be enough.
Many project staff have been reassigned to Apple’s generative AI development teams, while others who worked on the
