The New York Times has taken a first crack at analyzing the moves and mistakes Apple made with its doomed car project, which ate up $10 billion.
to abandon its pursuit of building an automobile — we'll never know if it was to be named “iCar” — is certain to spur a deluge of books and articles analyzing the project from its infancy to its dissolution.is serving readers’ fascination with the company by taking a first crack at analyzing the moves and mistakes Apple made along the way.
The story combines what is essentially a “clip job”— collecting and rewriting the millions of words written throughout the past decade — with new reporting and insights from project insiders and others. Not surprisingly, neither Apple norEven though followers of the Apple car drama may be familiar with bits and pieces of the story’s details, theSince its inception in 2014, according to reporters Brian X.
Long considered a product-driven company, at first the news of an Apple car was seen as a major step toward generating new business. With the iPhone aging, “cars were part of a $2 trillion transportation industry that could help Apple, which by then was a nearly $200 billion business,” the story says. But members of the development team “knew they were working against harsh realities, according to the six employees familiar with the project.
By the end, Apple had spent wildly on importing more than 2,000 employees to Apple Park, including engineers who had worked forreports, “developed an array of new technologies, including a windshield that could display turn-by-turn directions and a sunroof that would feature special polymer to reduce heat from the sun.”
But as early as 2016, it had become clear that the car effort was in trouble, when Titan's managers told the team working on the project that they would be shifting their focus from building a car to buildingEarlier this year, several Project Titan team members were told they’d be reassigned to work on artificial intelligence development that would migrate within Apple “to other technologies that are being researched, including A.I.
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