Apple's EV Cancelled

Apple is shutting down Project Titan – its EV project – after a ten year development effort.

Yesterday Apple COO Jeff Williams’ and vp Kevin Lynch told the 2000 people working on the project that it would be wound down and that many of them would be re-deployed to Apple’s AI division.

Recently Apple had announced that although it had given up pursuing driverless EVs, it would continue the effort to build an EV costing $100k for launch in 2028 with Level 2+ ADAS down from the originally targeted Level 4 (One level below full autonomy).

The high projected price of the car and a cooling US market for EVs were thought to have been contributory factors to the closure while it was becoming apparent that the development of Apple’s AI capability would deliver a better return on resources  than an EV.