After a decade of rumors, secretive developments, executive entrances and exits, and pivots, Apple reportedly told employees yesterday that its car project, internally called “Project Titan,” is no more. Those working on the technology of some four-odd hype cycles ago—electric, autonomous vehicles—will reportedly now focus on the vaunted advancement of the day, generative AI.
Telecoms giant Huawei and manufacturer Chery Automobile unveiled an electric car last November under the new brand Luxeed. All these firms seek to capitalize on what Apple recognized a decade ago: The software and connectivity now built in to new autos gave tech incumbents a jump on traditional auto-builders. But those advantages haven’t always proven out. Project Titan had plenty of other challenges.