The Apple Car Project Is Reportedly Canceled

A decade and billions of dollars later, the Apple Car project is rumored to be canceled. According to tech insider Mark Gurman from Bloomberg, he reported that Apple has canceled Project Titan and had broke the news internally to its nearly 2,000 employees earlier this week. Insiders told Gurman that the news was announced by Chief Operating Officer Jeff Williams and the vice president in charge of hte project, Kevin Lynch.

After multiple leadership changes, the project has finally come to an end and will see Apple move “many employees working on the car” to other divisions, namely the company’s artificial intelligence sector. In a statement from CEO Tim Cook made during an earnings call earlier this month, Apple is expected to grow its generative AI projects. As for those working as hardware engineers or car designers, they are given the opportunity to apply for jobs in other teams within the company. Unfortunately for some, the rest would likely be laid off.

The news comes a month after reports of the car potentially debuting in 2028, but with reduced autonomy. Apple has never publicly given updates regarding its progress of the electric vehicle, though many leaked information revealed that the company was very much placing its project at the forefront in hopes to expand into new product categories. It was previously reported that the car would be priced around $100,00 USD to compete with the Tesla Model X. Apple’s move to cancel the project is unprecedented and rare for the tech company.