What would have happened if Apple had achieved its goal of building its very own automobile? Would the world of transportation be substantially different, in the same way that the world of work, particularly creative work, was transformed by the introduction of the original Apple Macintosh in 1984?
We’re not left with many clues about how those ten years were spent but it would have been intense.
The early years of electrification were rife with automotive vapourware, as start-ups and existing brands promised the Earth and found it was harder to deliver than first envisaged. It’s not just all-new models that slipped and slipped ; technologies like autonomy have been left hanging in the wind as the technological benefits and political will found themselves continuously and irredeemably at odds.