The closure of Project Titan was communicated internally by Apple’s COO Jeff Williams and Kevin Lynch, who had been at the helm of the project since 2021.
According to sources, this decision was the culmination of intense deliberations among Apple’s top executives, including CEO Tim Cook, who had been under considerable pressure from shareholders to make a definitive call on the project’s viability. The initiative had reportedly reached a critical “make-or-break point,” necessitating a decisive move by the company’s leadership.
Launched in 2014, Project Titan aimed to catapult Apple into the forefront of the electric vehicle market, embodying the company’s ambition to redefine mobility with its trademark innovation and design prowess. Over the years, the project’s scope and objectives saw several adjustments, with initial aspirations for a fully autonomous vehicle—lacking both steering wheel and pedals—being notably dialed back.
Despite the project’s ambitious goals, the development journey was anything but smooth. Leadership changes were frequent, with Doug Field, a former Tesla executive, rejoining Apple to lead Project Titan in 2018, only to depart for Ford in September 2021. These shifts in leadership underscored the project’s uncertain direction and the immense challenges of automotive innovation.
This story is from the March 01, 2024 edition of AppleMagazine.
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This story is from the March 01, 2024 edition of AppleMagazine.
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