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Apple’s recently-abandoned “car project” shifted gears several times over the past decade, but ultimately the challenge of FSD proved insurmountable — and continues to elude the industry as a whole.
Apple had hoped to produce a car design that would revolutionize the industry, but finally pulled the plug on its electric car dreams. While companies such as Tesla have also hoped to create a vehicle with a Level 5 self-driving system, they have sensibly opted to iterate on the idea with limited self-driving today, and the promise of Full Self Driving (FSD) in the future.
Apple had hoped to produce a car design that would revolutionize the industry, but finally pulled the plug on its electric car dreams. While companies such as Tesla have also hoped to create a vehicle with a Level 5 self-driving system, they have sensibly opted to iterate on the idea with limited self-driving today, and the promise of Full Self Driving (FSD) in the future.
Bloomberg’s Mark Gurman reports that Apple’s decade-long “Project Titan” ultimately failed because faith in Apple’s engineering team to solve the riddle of FSD technology turned into hubris over time.
Apple intended to leapfrog the industry with a car design so capable of full self-driving that it would have no steering wheel and no pedals. It would also look like nothing else on the market at the time.
Apple’s failed ‘Project Titan’ was a Full Self Driving gamble
Apple’s failed ‘Project Titan’ was a Full Self Driving gamble
