Apple explored the possibility of collaborating with well-known automakers such as Mercedes-Benz, Ford and even Tesla before striking out on its own. The most advanced talks were with Mercedes, which involved joint development of a car with Apple autonomous driving technology integrated into Mercedes cars. However, negotiations ended in failure due to Apple management’s lack of confidence that it could create a car on its own.
The idea for the Apple Car came from Steve Jobs, who envisioned a revolutionary vehicle similar to the “new Volkswagen Beetle.” The project, led by Tim Cook, aimed to create a Level 5 autonomous driving system that completely eliminates the need for human intervention. The ambitious concept included features such as a giant screen, powerful sound system and reclining seats that were more reminiscent of a “club” than a car.
Despite the excitement, the project faced many obstacles. The difficulty of creating a driverless car, combined with Apple’s indecision over the car’s design and functionality, has led to frustration and infighting.
After key engineers and executives left the project and new CEO Kevin Lynch estimated the timeline for a fully autonomous car at ten years, Apple CEO Tim Cook made the difficult decision to shut down Titan in February 2024. Although the project will cost Apple approximately $1 billion a year, the company hopes to use the knowledge and capabilities it has gained in its artificial intelligence and software departments.
Source: Ferra
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