develop a less ambitious electric car

The project, full of uncertainties, is postponed again and a priori assumes a more modest rate.

For years, there has been talk about Project Titan, Apple’s unique initiative to create its own electric and autonomous car. The idea came and went, causing intense internal debate and reorganization among the staff involved. In theory, the Apple Car was supposed to be the company’s next big thing, along with its augmented reality glasses, but for now it’s neither.

Apple Car will be less ambitious. The project is going through a new strategic phase, in which Apple chose to take a step back. According to Bloomberg, Cupertino has moved “to a less ambitious project with the intention of finally bringing an electric vehicle to market.”

Electric yes, autonomous probably no. Since the first rumors emerged, there has been talk of a 100% electric and autonomous car. The first will be completed, but level 4 autonomy will remain at autonomy level 2+. The 5th level of autonomy was considered, that is, total, but the 4th level assumed a car even without pedals and a steering wheel. It is assumed that with level 2+ the car will be able to drive almost alone in more or less controlled situations, such as more or less dense traffic on the highway.

You will receive a whole. That’s the plan for now, but plans may change before this car launches. In fact, the current idea is to not be so ambitious and go to autonomy level 2+, and then make the leap to autonomy level 4, which could theoretically also reach the first cars through software updates.

It won’t appear until (at least) 2028.. The latest data to emerge pointed to a theoretical launch in 2025 or 2026, but everything has been delayed, and Bloomberg indicates that the Apple car won’t arrive until at least 2028.

Tim Cook listens to Kevin. The strategy was adopted after a series of “frantic meetings” between project manager Kevin Lynch and Tom Cook. Lynch is also responsible for the development of the Apple Watch and is one of Apple’s greatest veterans. He used to be part of the legendary General Magic team. Project Titan was previously led by Doug Field, a former Apple engineering executive who has been in charge of Ford’s electric vehicle division since 2021.

This will be a “normal” car. So, all indications are that this reorientation of Project Titan’s strategy will result in a car that doesn’t deviate too much from current conventions. Apple will likely try to provide distinctive elements in areas such as design or perhaps some software integration, but for now it’s unlikely that the Apple Car will be particularly different from, for example, Tesla electric vehicles.

Image | Xataka with Bing Image Creator

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