Your Name
2024-02-27 21:42:11 UTC
I've lost count of how many times the "Apple car" has been declared
dead and resurrected. No real surprise though since a proper
self-driving car is never goign to work and most people don't want one
anyway, and there's nothing really that Apple can add to for a normal
car (electric or otherwise). Same with the Sony car.
Decade-old Apple Car project may be completely dead
---------------------------------------------------
A report on Tuesday claims that Apple's long-running car project,
also known as "Project Titan", has been killed.
Details are scant at the moment, but in a report on Tuesday,
Bloomberg Mark Gurman says that the Apple Car program is finally
completely gone.
Apple is said to have announced the death of the project on
Tuesday, surprising the 2000 workers said to be working on the
project. Apple Chief Operating officer Jeff Williams and Vice
President Kevin Lynch made the announcement.
Some of the employees are said to be moving to Apple's
artificial intelligence development and research houses under
the leadership of John Giannandrea. It's not clear where the rest
will go, or if there are any relevant offices for them to move to.
The decision is said to have been made by senior Apple leadership
within the last few weeks. AppleInsider has reached out for
comment - but we aren't expecting to hear back.
Apple Car - a long and winding road
The earliest mentions of Apple's automotive project were in fall
2014, when AppleInsider was informed that Apple was in the
process of recruiting engineers. Those engineers were said to
have been hired for a project called "Titan," the rumors were not
able to be verified, so they were not published at the time.
Months later, the details of the rumors were corroborated by
other sources and outlets, indicating there was some truth to
what was claimed, as well as the "Project Titan" name.
By March 2015, it was believed Apple was working on an electric
car in offices in Sunnyvale, California. Said to be the home of
a market research firm called "SixtyEight," the building was
apparently known internally as "SG5," and was among other
Apple-run offices. AppleInsider broke the story by visiting the
location and examining the buildings, and related filings.
The building was a few minutes away from Apple's then-HQ at
1 Infinite Loop, and sources claimed Apple was actively receiving
shipments related to the work there. Overall, Apple's offices
consisted of seven buildings, making up almost 300,000 square
feet, though many were used for other tasks.
One at street number "175" seemingly didn't have a listed tenant,
despite not being on the market for months at that time, and
included a 4,239-square-foot "repair garage" among building
permits for tenant improvements. An in-person visit revealed it
to be the home of "SixtyEight Research."
The secrecy of the project at the offices apparently extended to
Apple employees being told to turn their badges around when
entering the building. Guests visiting the location were given
badges that were identical to those used at Apple's HQ, but
without an Apple logo.
The use of frosted glass and visible security cameras suggests a
level of secrecy beyond a typical research firm. A piece of paper
taped to the front door informed drivers the company's lobby was
moved to a different address, a building leased by Apple.
"SixtyEight LLC" was registered in Delaware in March 2014, then
licensed as a foreign corporation in California in November 2014.
Given Apple's historical use of shell corporations to hide
secret projects, it is plausible that this was also the case.
The company also paid to import a 1957 Fiat Multipla 600 from the
U.K. to the U.S. Apple Design chief Jony Ive was said to have a
soft spot for the Fiat 500, which could be another connection to
Apple.
In a wide-ranging report from Bloomberg in December 2022, the
Apple Car is thought to be taking longer to produce, due to
Apple making changes to the project.
Rather than a full-blown self-driving system, Apple was instead
planning on a design of car that is more conventional, complete
with steering wheel and pedals. Fully-autonomous driving would
still be available, but only on highways, the sources claimed.
A launch was also pencilled in for 2026.
As well as a change in timescale, Apple was also apparently
altering its pricing plans too. Initially expecting to sell the
Apple Car for more than $120,000, Apple was thought to be
planning for it to cost consumers less than $100,000.
Wedbush analyst Daniel Ives said in June 2023 that Apple Car is
on the way, with a 2026 launch prediction.
He previously, in February 2021, said there was an 85% chance of
Apple formally announcing a strategic car partnership within the
following three to six months, which evidently didn't happen.
In a September 2023 forecast, Ming-Chi Kuo claims he has lost
visibility on the Apple Car, and doesn't have clarity on when it
will enter production.
"If Apple doesn't adopt an acquisition strategy to enter the
automotive market, I doubt that the Apple Car can go into mass
production within the next years," Kuo tweeted.
<https://appleinsider.com/articles/24/02/27/decade-old-apple-car-project-may-be-completely-dead>
dead and resurrected. No real surprise though since a proper
self-driving car is never goign to work and most people don't want one
anyway, and there's nothing really that Apple can add to for a normal
car (electric or otherwise). Same with the Sony car.
Decade-old Apple Car project may be completely dead
---------------------------------------------------
A report on Tuesday claims that Apple's long-running car project,
also known as "Project Titan", has been killed.
Details are scant at the moment, but in a report on Tuesday,
Bloomberg Mark Gurman says that the Apple Car program is finally
completely gone.
Apple is said to have announced the death of the project on
Tuesday, surprising the 2000 workers said to be working on the
project. Apple Chief Operating officer Jeff Williams and Vice
President Kevin Lynch made the announcement.
Some of the employees are said to be moving to Apple's
artificial intelligence development and research houses under
the leadership of John Giannandrea. It's not clear where the rest
will go, or if there are any relevant offices for them to move to.
The decision is said to have been made by senior Apple leadership
within the last few weeks. AppleInsider has reached out for
comment - but we aren't expecting to hear back.
Apple Car - a long and winding road
The earliest mentions of Apple's automotive project were in fall
2014, when AppleInsider was informed that Apple was in the
process of recruiting engineers. Those engineers were said to
have been hired for a project called "Titan," the rumors were not
able to be verified, so they were not published at the time.
Months later, the details of the rumors were corroborated by
other sources and outlets, indicating there was some truth to
what was claimed, as well as the "Project Titan" name.
By March 2015, it was believed Apple was working on an electric
car in offices in Sunnyvale, California. Said to be the home of
a market research firm called "SixtyEight," the building was
apparently known internally as "SG5," and was among other
Apple-run offices. AppleInsider broke the story by visiting the
location and examining the buildings, and related filings.
The building was a few minutes away from Apple's then-HQ at
1 Infinite Loop, and sources claimed Apple was actively receiving
shipments related to the work there. Overall, Apple's offices
consisted of seven buildings, making up almost 300,000 square
feet, though many were used for other tasks.
One at street number "175" seemingly didn't have a listed tenant,
despite not being on the market for months at that time, and
included a 4,239-square-foot "repair garage" among building
permits for tenant improvements. An in-person visit revealed it
to be the home of "SixtyEight Research."
The secrecy of the project at the offices apparently extended to
Apple employees being told to turn their badges around when
entering the building. Guests visiting the location were given
badges that were identical to those used at Apple's HQ, but
without an Apple logo.
The use of frosted glass and visible security cameras suggests a
level of secrecy beyond a typical research firm. A piece of paper
taped to the front door informed drivers the company's lobby was
moved to a different address, a building leased by Apple.
"SixtyEight LLC" was registered in Delaware in March 2014, then
licensed as a foreign corporation in California in November 2014.
Given Apple's historical use of shell corporations to hide
secret projects, it is plausible that this was also the case.
The company also paid to import a 1957 Fiat Multipla 600 from the
U.K. to the U.S. Apple Design chief Jony Ive was said to have a
soft spot for the Fiat 500, which could be another connection to
Apple.
In a wide-ranging report from Bloomberg in December 2022, the
Apple Car is thought to be taking longer to produce, due to
Apple making changes to the project.
Rather than a full-blown self-driving system, Apple was instead
planning on a design of car that is more conventional, complete
with steering wheel and pedals. Fully-autonomous driving would
still be available, but only on highways, the sources claimed.
A launch was also pencilled in for 2026.
As well as a change in timescale, Apple was also apparently
altering its pricing plans too. Initially expecting to sell the
Apple Car for more than $120,000, Apple was thought to be
planning for it to cost consumers less than $100,000.
Wedbush analyst Daniel Ives said in June 2023 that Apple Car is
on the way, with a 2026 launch prediction.
He previously, in February 2021, said there was an 85% chance of
Apple formally announcing a strategic car partnership within the
following three to six months, which evidently didn't happen.
In a September 2023 forecast, Ming-Chi Kuo claims he has lost
visibility on the Apple Car, and doesn't have clarity on when it
will enter production.
"If Apple doesn't adopt an acquisition strategy to enter the
automotive market, I doubt that the Apple Car can go into mass
production within the next years," Kuo tweeted.
<https://appleinsider.com/articles/24/02/27/decade-old-apple-car-project-may-be-completely-dead>