Bloomberg: Project Titan, Apple’s Car Project, Has Been Shut Down ⇥ bloomberg.com

Mark Gurman, Bloomberg:

Apple Inc. is canceling a decade-long effort to build an electric car, according to people with knowledge of the matter, abandoning one of the most ambitious projects in the history of the company.

2023 California testing reports, made public earlier this month, showed Apple had been running its cars more than ever. In hindsight and with the context of this news, it looks from the outside like all that was a last-chance effort to assess the likelihood of the project’s success.

This must be devastating for a lot of employees. It is also a testament to Apple’s lack of comment regarding unreleased products. Tim Cook disclosed a little about the company’s efforts in self-driving, though this minor acknowledgement would have come anyway because of those mandatory reports. But because Apple was not, officially, developing a car, it does not need to say anything about the project’s future. Difficult internally, I am sure, but easy in public.

I have to say I am looking forward to the inevitable tell-all article or book. Also, how much do you think Apple wants for the track?