Apple Inc. has made the decision to halt its ambitious electric car endeavor, Project Titan, reallocating staff to its artificial intelligence sector. This shift underscores the company’s dedication to innovation, highlighting a pivot towards artificial intelligence.
For close to a decade, Apple had been engaged in the development of an electric vehicle poised to rival Tesla, spearheading Project Titan since 2014. Despite significant efforts and collaboration with established car manufacturers such as Aston Martin, Lamborghini, BMW, and Porsche, the company has opted to discontinue the project, impacting nearly 2,000 employees.
Chief Operating Officer Jeff Williams and Vice President Kevin Lynch, who oversaw Project Titan, announced the project’s wind-down internally on Tuesday. Lynch will now report to John Giannandrea, marking a structural change within the organization.
Many team members from the car project will transition to Apple’s artificial intelligence division under Giannandrea’s leadership, refocusing their efforts on generative AI projects in line with Apple’s strategic priorities.
Initiated with the codename Project Titan, Apple’s vision for an autonomous electric vehicle with advanced features faced numerous challenges throughout its development. Despite advancements in autonomous technology and exploration of various car designs, Apple remained years away from actual vehicle production.
Apple CEO Tim Cook previously hinted at the company’s interest in generative AI during an investor call, emphasizing responsible innovation. Reports indicate that Apple has been actively hiring for generative AI roles and intends to allocate significant resources towards the development of AI-driven products and features.