In a recent development reported by Bloomberg, Apple has decided to halt its ambitious electric car project, codenamed "Project Titan." The endeavor, which had been in progress for over ten years, involved a team of 2,000 employees working on various aspects of the project.
The decision to discontinue the project was communicated to the team via an email from Apple executives Jeff Williams and Kevin Lynch. Following this news, some employees will transition to working on generative AI, while others may face layoffs. Despite the opportunity for hardware engineers and car designers to apply for alternative roles within the company, there will still be a round of job cuts.
Initially conceived as a self-driving car venture, Project Titan underwent several shifts in its vision, eventually focusing on less autonomous features like self-parking. However, concerns regarding profitability ultimately led to the project's termination. Apple's significant annual investment, estimated in the hundreds of millions, coupled with plans to sell the vehicle for approximately $100,000, underscored executives' apprehensions about the venture's financial viability.
The discontinuation of Project Titan marks a significant shift in Apple's strategy, redirecting its efforts away from automotive innovation towards other technological frontiers, particularly in the realm of artificial intelligence.
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