PROJECT TITAN HALTED: APPLE ENDS ELECTRIC CAR DEVELOPMENT EFFORT

In a move that has surprised industry watchers and stakeholders alike, Apple Inc. has officially pulled the plug on its electric vehicle initiative, known as Project Titan, after more than a decade of speculation, investment, and development. This decision marks a significant retreat from what was once considered a groundbreaking venture into the automotive sector by the tech giant.

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The closure of Project Titan was communicated internally by Apple’s COO Jeff Williams and Kevin Lynch, who had been at the helm of the project since 2021.

According to sources, this decision was the culmination of intense deliberations among Apple’s top executives, including CEO Tim Cook, who had been under considerable pressure from shareholders to make a definitive call on the project’s viability. The initiative had reportedly reached a critical “make-or-break point,” necessitating a decisive move by the company’s leadership.

Launched in 2014, Project Titan aimed to catapult Apple into the forefront of the electric vehicle market, embodying the company’s ambition to redefine mobility with its trademark innovation and design prowess. Over the years, the project’s scope and objectives saw several adjustments, with initial aspirations for a fully autonomous vehicle—lacking both steering wheel and pedals—being notably dialed back.