Ten years, billions of dollars, multiple leadership changes, and dozens of rumors later, the Apple Car project is dead. A new report from Bloomberg’s Mark Gurman says that Apple has officially canceled the car, breaking the news to nearly 2,000 employees who had been working on it on Tuesday.
As part of the change, Apple will move “many employees working on the car” to the company’s artificial intelligence division where they will focus on generative AI projects, which Apple is expected to share more about later this year, according to a statement by CEO Tim Cook on the company’s earnings call earlier this month. But the car team also included hundreds of hardware engineers and car designers, some of who, Bloomberg reports, will be able to apply for jobs in other divisions of the company. The rest are likely to be laid off.
Apple has never spoken publicly about its efforts to build a vehicle, internally known as Project Titan. But a number of leaks over the years revealed the company’s ambitions to expand into a brand new product category it had no experience in. At the beginning of the project in 2014, Apple wanted to build fully self-driving car without pedals or a steering wheel with a remote command center ready to take over for a driver. But in recent years, Apple reportedly pared down its ambitions. As recently as last month, new reports suggested that Apple’s car, which could debut in 2028, would be an electric vehicle more akin to a Tesla than something completely new.
Project Titan also went through multiple leadership shakeups. In 2021, Apple appointed Kevin Lynch, the executive who previously oversaw Apple Watch development, to head the car division after Doug Field, Project Titan’s previous head, left for Ford.
Apple had reportedly considered pricing the car at around $100,000, in the ballpark of a high-end Tesla Model X. But Apple executives were reportedly concerned about profit margins at that price. The move is a rare setback for the company, which according to Bloomberg worked on “powertrains, self-driving hardware and software, car interiors and exteriors, and other key components” over the years.