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Even though it’s Apple may have intended To bring electric cars to market, the iPhone maker suddenly changed direction.
Tuesday, Apple informed The 2,000 employees working on the Apple Car, a self-driving electric car, have announced they are ending the project. The secret effort, known internally as “Project Titan,” spanned 10 years and is believed to have cost Apple billions of dollars.
Many of the employees who worked on Titan will move to Apple’s artificial intelligence division to work on generative AI. Internal announcement It was created by Jeff Williams, Apple’s chief operating officer, and Kevin Lynch, vice president of Apple Car. Other companies may also be affected by the layoffs, although it is not yet clear how many people will be affected.
Related: Apple is secretive about its product development, but new records reveal its approach to self-driving cars.
Apple has been silent on the development of self-driving or electric vehicles for a decade, although it took a number of EV test drives last year.
From December 2022 to November 2023, Apple’s EV fleet of 67 vehicles covered 450,000 miles, more than triple the previous year. washington post report Apple reported the largest increase in self-driving car testing from 2022 to 2023, surpassing companies such as Waymo, Cruise, and Mercedes Benz.
May 12, 2023, Sunnyvale, USA: Apple’s test car converted into a self-driving car can be seen in Silicon Valley. Photo by Andrej Sokolow/picture Alliance via Getty Images
Related: ‘Next Tesla’ electric car startup grows rapidly: ‘Investors want to see demand’
Other automotive companies such as the EV industry leader Tesla has recently warned investors about cooling demand for EVs, but companies like Ford shift their EV strategy.
Startups like Rivian and Lucid, all focused on going all-electric, are feeling the squeeze from lower-than-expected demand.Rivian lost Approximately $2 billion last year, cut The number of employees will be reduced by 10%.