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  3. The Apple Car Is Reportedly Dead: A Shift Towards AI Leaves the Road Untraveled

The Apple Car Is Reportedly Dead: A Shift Towards AI Leaves the Road Untraveled

28 Feb 2024
  • Why Did Apple Abandon Project Titan, and What Lies Ahead in the Era of Artificial Intelligence?

After over a decade of anticipation and speculation, Apple's ambitious venture into the automotive industry, known as Project Titan, has reportedly met its demise. The tech giant has officially abandoned its plans for an electric car, choosing instead to redirect its focus towards generative artificial intelligence (AI), according to a report by Bloomberg. The decision to discontinue Project Titan was communicated to more than 2,000 employees associated with the project on a surprising Tuesday announcement. Unnamed sources revealed that Apple's Chief Operating Officer, Jeff Williams, and the Vice President in charge of the project, Kevin Lynch, made the disclosure internally. While some of the affected employees are expected to transition to Apple's AI team, others are likely to face layoffs.

The Rise and Fall of Apple's Project Titan

The Rise and Fall of Apple's Project Titan

Project Titan had its origins in 2014 when Apple initially aimed to develop a fully autonomous vehicle, akin to Waymo. However, the company later shifted its focus to a more Tesla-like approach, and rumors surfaced about potential partnerships with established automakers such as Hyundai and Toyota. The project underwent changes over the years, with recent reports suggesting a reduction in scope earlier this year.

Apple's electric car was initially expected to hit the market by 2026, a date that was later pushed back to 2028. Rumors circulating the production model suggested a price just under $100,000, with features encompassing fully autonomous driving capabilities on highways. Despite the promising advancements, the dream of an "iCar" seems to be permanently shelved.

The move to abandon the electric car project comes as Apple turns its attention towards generative artificial intelligence. The company has been a pioneer in AI applications, particularly with products like Siri and advanced machine learning capabilities integrated into its devices. The decision to prioritize AI over an electric car aligns with Apple's broader strategy to position itself at the forefront of cutting-edge technology.

While the death of Project Titan might disappoint enthusiasts eagerly awaiting Apple's foray into the automotive industry, the decision reflects the dynamic nature of technology companies. Shifting priorities based on market trends, technological advancements, and strategic considerations is not uncommon in the ever-evolving landscape of the tech industry.

As Apple reallocates resources and talent to advance its AI initiatives, the fate of the once-promising Apple Car remains sealed. The road to a fully autonomous, Apple-branded vehicle has come to an unexpected end, leaving us to wonder what groundbreaking innovations the company's focus on AI will bring in the years to come.

Wael Nakhle

BY Wael Nakhle

Wael is an automotive content writer specializes in creating written content for Motor 283. Producing a wide range of content, including blog posts, articles, product descriptions, reviews, and technical guides related to cars, trucks, motorcycles, and other vehicles, with an unprecedented passion for cars, and motorcycles.

MG's New Electric Hypercar Defies the Land Speed Record

22 Apr 2024
MG's New Electric Hypercar Defies the Land Speed Record

In the thrilling world of automotive innovation, MG is poised to turn heads once again with its latest creation—the EXE181 concept electric hypercar. Unveiled at the 2024 Auto China show in Beijing, this cutting-edge vehicle embodies the pinnacle of aerodynamic design and lightning-fast performance.

NEW PEUGEOT E-5008 CLASS-ABOVE ELECTRIC LARGE SUV

20 Apr 2024
NEW PEUGEOT E-5008 CLASS-ABOVE ELECTRIC LARGE SUV

The new PEUGEOT E-5008 sets a new benchmark by becoming the only all-electric SUV to offer an exceptional living space for 7 passengers and up to 660 km electric range. Benefiting from the STLA Medium platform and a battery made in France, the E-5008 meets the needs of customers looking for a large SUV with an assertive design, welcoming interior and efficient electric performance. PEUGEOT also offers total peace of mind to its customers by providing the PEUGEOT E-5008 with 8 years/160,000km coverage through its ALLURE CARE program.

ALLURE

A design that combines the dynamism of a true SUV with the refinement of a top-segment model.

EMOTION

A spectacular Panoramic i-Cockpit®, and a welcoming and high-tech atmosphere inside.

EXCELLENCE

A unique SUV, produced in France, offering 7 seats and electric performance with up to 660 km range.

Maserati Folgore Day

19 Apr 2024
Maserati Folgore Day

On Monday 15 April in Rimini, in the heart of the Motor Valley, Maserati brings together the press and industry insiders for the long-awaited Folgore Day. The event is taking place on the 110th anniversary of the Modena-based manufacturer: the Trident’s narrative is rich in commercial and racing successes – these have included the creation of some of the most iconic cars in the history of international motoring and many wins in high-level motorsport. Folgore Day officially marks the brand’s entry into the new electric dimension, where the Folgore range is ready to dominate and represent the Brand’s future around the world.

A journey of electrification, innovation, luxury and excellence in the best Italian tradition, on which Maserati has embarked in the last year with the launch of its 100% electric models: GranTurismo Folgore, the Trident’s first all-electric car; Grecale Folgore, the first SUV powered by a full-electric powertrain; and now, GranCabrio Folgore, the elegant and refined open-top version of its award-winning grand tourer sister, to be launched at the event. On top of these, the MC20 Folgore super sports car, set to debut in 2025.

By 2028, the entire Trident range will have been fully electrified, as announced by Maserati in early 2024 when it shared its long-term strategic vision, including a growth plan aimed at sustainable profitability further into the future, with the focus on the constant evolution of the brand and its products. In this scenario, the Trident range continues to be entirely designed, developed, and produced in Italy, with Modena and the historic plant on Viale Ciro Menotti remaining the crux of this challenging new era of mobility.

Folgore Day is the starting point on a new journey for Maserati and for luxury consumers to whom the Trident's electric offer is entirely aimed and dedicated, through products that can guaranteeing the distinctive essence of the brand – made up of cars that have always been synonymous with cutting-edge technology, refined elegance, sophisticated and original craftsmanship, impeccable and distinctive performance – and can become new symbols on the move of the profound transformation underway in the market.

Folgore is the drive, the spark that ignites a modern beginning; with the disruptive force of thunder (“Made in Thunder” is the claim alighted on to express this specific moment), it kicks off a new chapter in the great history of Maserati, the first 100% Italian luxury brand to produce full-electric models in the Motor Valley. Once again, the creative and engineering ingenuity of the Trident's women and men have come together to shape the new Folgore full-electric range, a manifesto of the Brand's future.

Held as a postscript to the Formula E racing weekend at Misano World Circuit Marco Simoncelli – for the first time the venue for the Italian stage of the world championship for 100% electric single-seaters, where the Trident is the only Italian luxury marque on the grid – Folgore Day began with the press conference and welcome from the brand's CEO. Davide Grasso spoke about the significant moment for Maserati, ambassador for Italy to the world of luxury, a testament to innovation and technological acceleration, and its future devoted to electrification, sharing its long-term vision focused on the new Folgore range and the Brand's activities, pending the presentation of the latest full-electric creation, Maserati GranCabrio Folgore, to be unveiled at the evening event centred around the overwhelming power of Folgore. Davide Grasso was joined by: Giovanni Perosino, Maserati Chief Marketing Officer, who shared the brand's values and hallmarks as brought into the new Folgore era, giving the world premiere of the “Life is on” campaign; by Davide Danesin, Head of Maserati Engineering, focusing on engineering and development; and by Maserati Head of Design Klaus Busse, who ended the press conference with his contribution on style, technology and design.

The morning meeting was also an opportunity to introduce the attendees to the three thematic areas that lead the narrative and frame Folgore Day – dedicated to electric mobility, the Maserati Fuoriserie customisation programme, and to TRIDENTE, an all-electric luxury motorboat – when Maserati experts set out the brand's new face.