Apple Cancels Its Self-Driving Car Project After Years of Development

In a move that surprised many, Apple announced the cancellation of its long-running “Project Titan” – the company’s ambitious effort to develop an autonomous electric car. The news was delivered to employees in a brief meeting on Tuesday, leaving hundreds facing potential layoffs as work on the project comes to a complete halt.

According to reports, some employees will be transitioned to Apple’s generative AI projects, while others will be given 90 days to find new positions within the company. With an estimated 1,400 individuals involved in the project at its peak, the decision to wind down operations will undoubtedly have a significant impact on the workforce.

This news comes amidst a broader reevaluation of electric vehicle investments within the automotive industry, coupled with heightened scrutiny surrounding the development of autonomous driving technology. While Apple’s entry into this space was initially viewed as a potential diversification strategy, offering a new revenue stream to combat stagnating hardware sales and regulatory pressures on its services, the project ultimately fell short of expectations.

Apple’s journey with Project Titan began in 2014, with a workforce that swelled to around 5,000 employees at its height. However, the project’s direction remained fluid over the past decade, oscillating between aspirations to create a fully electric competitor to Tesla and a fully autonomous vehicle akin to Waymo’s offering. In recent months, reports emerged of mounting pressure from Apple’s leadership to deliver tangible results, ultimately leading to the project’s cancellation.

The brief announcement meeting, described by an employee as lasting only 12 minutes, offered no opportunity for questions. While the news came as a shock to some, the employee attributed it to the project’s history of shifting priorities.

Over the years, Project Titan witnessed a revolving door of high-profile automotive executives, including former Tesla leader Doug Field and individuals from Lamborghini and Ford. Notably, in 2021, the company hired Ulrich Kranz, a former BMW executive instrumental in the i3 program, who joined from EV startup Canoo. Notably, Apple even held discussions with Canoo, alongside Hyundai and Kia, as it explored options for contract manufacturing partners, intellectual property acquisition, and talent acquisition.

Despite these efforts, Apple ultimately chose to pull the plug on Project Titan, marking the end of a years-long endeavor that promised to revolutionize the automotive landscape. The future remains uncertain for the displaced employees, while the broader implications for the industry and the future of autonomous vehicle development remain to be seen.