Apple is approaching year eight of “Project Titan,” the company’s codename for its rumored autonomous vehicle. 2022 could prove to be the project’s most pivotal year, according to Bloomberg News‘ Mark Gurman.
Mark Gurman for Bloomberg News:
The Apple Car, as many industry watchers have dubbed the company’s autonomous vehicle, has been an exercise in leadership shuffling.
The project kicked off in 2014 at the direction of Steve Zadesky, a former Ford engineer turned iPhone and iPod executive. It later was put into the hands of former hardware division chief Dan Riccio and subsequently his predecessor Bob Mansfield, who retired last year. Ex-Tesla executive Doug Field was at the helm for a stretch from 2018 until September.
Upon Field’s departure from the company, the keys to the project landed in the hands of Kevin Lynch… Upon taking charge, Lynch instilled a new, singular direction for the project: a fully-autonomous car that eschews a steering wheel and pedals and aims for a limousine-like experience…
The coming year will be telling for Apple. While it has the vision, it needs to hire and keep the right people to make it all work. If it can’t figure out how to do that after a year under its fifth Apple Car chief, maybe it should reconsider the feasibility of the project — or just put its nearly $200 billion in cash to work and buy some new EV startups to get it rolling.
MacDailyNews Take: As Henry Ford said:
The only real mistake is the one from which we learn nothing.
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The last actual real new thing from Apple was the iPhone, and they have lived off of it ever since.
iPhone: June 29, 2007
AFTER
iPad: April 3, 2010
iWatch: April 24, 2015
M1 Chip: November 10, 2020
Plus other peripherals…
Excellent reply. Add in AirPods, A series chip, App Store, Find My, ApplePay, among others. But it is likely wasted typing. For those who hate Apple, there is no other reality but hating Apple. Their’s is an odd reality but to each their own.
👍🏻 Yes, wasted typing indeed…
All just a load of Apple BS
Project Titanic?…🤔
I don’t want to sit limousine-like in a car with no steering wheel or pedals. I can imagine it, but my concern about hacking and other drivers makes me hesitant to trust the machine with my life. Too bad Apple didn’t just focus on making a car. We’d have it by now.
This comes in approximately 134,045th on my wish list. Right after a quality hemorrhoid creme.
The car industry is a place for disruptive characters like Elon, not for milking executies of the 👨⚕️ kind
There will never be a car, never happening
Weren’t you the genius that claimed Apple would never make an iPhone?
Maybe Apple’s conceptual design” for Car made it stealth debute in TV+ production “Swan Song” 👀 A self-driving car (with no steering wheel) is prominent in several scenes.
I thought the same thing. It’s actually pretty cool and better than I can describe. Watching swansong was Apple’s debut in my mind also. Better than I thought.
Maybe in the cities that are descending into anarchy there is a market for robot cars that can’t be driven. But not in the rest of the country.
Hey, market a decent hybrid hatch with a stick for under 18K. The hunger is there.
never will be a car. why would there be? there are more car made than can be sold now.
apple made the mac window ugly with a notch, like on the iPhone.
so now they will make an ugly suv.
i hope not.
The Apple car was Jonny Ives’s thing. With him gone thankfully I doubt Tim Cook has any interest in making a car.
If anyone can answer this question, you have a ticket to make some nice money quickly in the market. Long if you know the answer is yes, short if the answer is no (on this you’ll need to know when it’ll come out that Apple has scrapped Titan).
There’s normal impatience and we all have it but Apple the corporation must have inhuman impatience. Apple has a gold standard brand name that must be protected. They cannot afford to put out a substandard car. It’s one thing to put out a subpar Maps app, it is very much another thing to put out a subpar car. Apple has to get this right even if it takes more years. otherwise either don’t do it or, like Macdailynews said, go buy an EV company to catapult Titan into production.