After a decade-long endeavor, Apple is discontinuing Project Titan, its autonomous vehicle project, as reported by Bloomberg. The project’s termination was disclosed internally, with Chief Operating Officer Jeff Williams and Vice President of Technology Kevin Lynch delivering the news to the approximately 2,000 team members involved in the initiative. Most employees from the Special Projects Group (SPG), the team working on the autonomous vehicle, are expected to transition to Apple’s artificial intelligence division, headed by John Giannandrea. However, some may need to apply for different roles within the company, and potential layoffs loom.
Project Titan, Apple’s secretive electric vehicle project initiated in 2014, aimed to create a groundbreaking autonomous vehicle, rumored to lack a steering wheel or pedals. The cancellation marks the end of Apple’s significant investment in this venture, which could have propelled the tech giant into the automotive industry. While this isn’t the first time Apple has abandoned a project, recent successes, such as the launch of the Apple Vision Pro headset in February 2024, indicate the company’s ability to pivot and innovate.
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