{"id":4796,"date":"2024-02-29T17:10:40","date_gmt":"2024-02-29T17:10:40","guid":{"rendered":"https:\/\/tennesseetexan.com\/?p=4796"},"modified":"2024-02-29T17:10:44","modified_gmt":"2024-02-29T17:10:44","slug":"rip-apple-car-this-is-why-it-died","status":"publish","type":"post","link":"https:\/\/tennesseetexan.com\/?p=4796","title":{"rendered":"RIP Apple Car. This Is Why It Died"},"content":{"rendered":"\n

Any tech company moving into the auto space needs a manufacturing partner. But Apple\u2019s EV died as it lived: alone.<\/p>\n\n\n\n

\"A<\/figure>\n\n\n\n

AFTER A DECADE<\/strong> of rumors, secretive developments, executive entrances and exits, and pivots, Apple reportedly told employees yesterday that its car project, internally called \u201cProject Titan,\u201d is no more. Those working on the technology of some four-odd hype cycles ago\u2014electric, autonomous vehicles\u2014will reportedly now focus on the vaunted advancement of the day, generative AI<\/a>. The project wind-down was first reported by Bloomberg<\/a>; TechCrunch reports the restructuring of Project Titan will likely include layoffs<\/a>.<\/p>\n\n\n\n

\u201cPrototypes are easy, volume production is hard, positive cash flow is excruciating,\u201d Tesla<\/a> CEO Elon Musk tweeted<\/a> a few years back. It\u2019s a lesson that would-be car companies\u2014as well as Tesla<\/a>\u2014seem to learn again and again. Even after a decade of work, Apple never quite got to the first step. (Granted, the company, not one for half-baked prototype reveals, reportedly blanketed any other firm that touched its automotive project with nondisclosure agreements<\/a>.)<\/p>\n\n\n\n

Designing and manufacturing a car is complex work. To pull it off, global auto manufacturers generally maintain relationships with thousands of suppliers responsible for their own individual hardware or software widgets. Apple seems to have concluded it is better off without that particular headache.<\/p>\n\n\n\n

Any tech company hoping to break into the automotive space \u201cneeds partnerships,\u201d says K. Venkatesh Prasad, the senior vice president and chief innovation officer at the Center for Automotive Research, a nonprofit research organization. The same is true for any automaker hoping to compete with the tech natives, he says.<\/p>\n\n\n\n

Contrast the Apple car\u2019s fate with the trajectory of other tech giants still publicly pursuing auto projects, and this may be where the Cupertino company\u2019s experiment went awry.<\/p>\n\n\n\n

Rumors of manufacturing partnerships on the brink of building the Apple car have been endemic, with Canadian manufacturer\u00a0Magna International<\/a>,\u00a0Korean battery-builder LG<\/a>, Chinese ride-hail and autonomous software developer\u00a0Didi Chuxing<\/a>, and\u00a0US electric carmaker Canoo<\/a>\u00a0all floated as potential partner.<\/p>\n\n\n\n

In 2021, Hyundai confirmed<\/a> that the Korean automaker was in early talks to develop a car with Apple, which might have been<\/a> manufactured at its Kia assembly plant in Georgia. Apple car representatives reportedly met with European manufacturers as late as last month<\/a>.<\/p>\n\n\n\n

But no partnerships officially came to be.<\/p>\n\n\n\n

Partnerships, however, have been the crux of other tech-car schemes. Sony has formed a joint venture with Honda to build an electric prototype called Afeela<\/a>, due to ship in 2026. Sony CEO Kenichiro Yoshida told The Wall Street Journal<\/em><\/a> that visiting the tooling, welding, and painting shop at Honda\u2019s Ohio assembly plant confirmed that working together was the right move for the electronics company. \u201cThat would be rough to do on our own,\u201d he said. \u201cIt turns out you really do need a partner.\u201d<\/p>\n\n\n\n

Chinese smartphone-makers are particularly eager to\u00a0break in to selling cars<\/a>, with the hopes of propping up flagging phone sales. And a lot of them are teaming up with more traditional auto players to do it. Xiaomi\u00a0unveiled<\/a>\u00a0its first electric vehicle late last year and has announced its intention to become a top global automaker, with a manufacturing assist from state-owned automaker BAIC Group. Baidu\u00a0is working with<\/a>\u00a0the Geely Holding Group on its EV. Telecoms giant Huawei and manufacturer Chery Automobile\u00a0unveiled an electric car<\/a>\u00a0last November under the new brand Luxeed.<\/p>\n\n\n\n

All these firms seek to capitalize<\/a> on what Apple recognized a decade ago: The software and connectivity now built in to new autos gave tech incumbents a jump on traditional auto-builders. But those advantages haven\u2019t always proven out.<\/p>\n\n\n\n

Project Titan had plenty of other challenges. High-profile executives from tech companies, tech-inspired automakers like Tesla<\/a>, and legacy automakers alike joined and then left the program, reportedly frustrated<\/a> by the project\u2019s shifting timeline and ambitions. Meanwhile, the autonomous vehicle industry changed around it, going from moonshot darling of the tech space to a still-challenging engineering problem facing technical and regulatory headwinds.<\/p>\n\n\n\n

By the time Apple wrapped up the car project, Bloomberg reported<\/a> that it had drastically scaled down its ambitions from developing a legitimate self-driving car to building an electric vehicle with now familiar driver-assistance automated features of the kind automakers including Tesla, General Motors, and Ford have had on the road now for years.<\/p>\n\n\n\n

Yet, despite this downgrading, Apple still drove more autonomous vehicle testing miles last year than ever before, according to reports the company submitted<\/a> to a California state agency. Apple did not respond to WIRED\u2019s request for comment.<\/p>\n\n\n\n

However, Apple still has a significant foothold in the automotive industry, thanks to its CarPlay infotainment system. Plenty of drivers prefer their iPhone\u2019s car integration to the technology that automakers have built from scratch. Indeed, anticipation is increasing for the release this year in the US of the next generation of CarPlay<\/a>, which dramatically increases functions of the Apple\u2019s in-car UI, with control over multiple screens, camera integration, vehicle monitoring, climate control, and a wealth of driving-related data, including a vehicle’s average speed, fuel efficiency, and energy efficiency.<\/p>\n\n\n\n

And despite the global car industry being taken completely by surprise<\/a> at Apple\u2019s 2022 WWDC announcement of the significantly expanded features of new CarPlay\u2014with many refusing to even comment on the software\u2019s new abilities, much less confirm its adoption\u2014most of the major players have now confirmed it will be coming to their vehicles. BMW, Audi, Cadillac, Buick, Chery, Chevrolet, Ford, Honda, Jeep, Fiat, Land Rover, Lucid, Mercedes, Toyota, and many more have signed up.<\/p>\n\n\n\n

One indicator of the importance of CarPlay for auto OEMs comes from Hyundai Motor Group president Song Chang-Hyeon, a former Apple and Microsoft engineer who heads the group’s software development division. Song told WIRED at CES<\/a> in January that his very first task after being appointed to the board in 2021 was to fix the glaring omission of wireless CarPlay integration in its vehicles, ensuring that untethered Apple access would finally appear in Kia\u2019s new flagship, the all-electric EV9<\/a>.<\/p>\n\n\n\n

Clearly, for Apple, \u201cthis is not the end. This is just the beginning of the game,\u201d says Prasad, the automotive researcher. \u201cThis is a very exciting reset in so many different ways.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Any tech company moving into the auto space needs a manufacturing partner. But Apple\u2019s EV died as it lived: alone. AFTER A DECADE of rumors, secretive developments, executive entrances and exits, and pivots, Apple reportedly told employees yesterday that its car project, internally called \u201cProject Titan,\u201d is no more. Those working […]<\/p>\n","protected":false},"author":1,"featured_media":4797,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[172],"tags":[],"class_list":["post-4796","post","type-post","status-publish","format-standard","has-post-thumbnail","category-next"],"yoast_head":"\nRIP Apple Car. 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