Project Titan: How the Apple Car dream started and ended within 10 years

Apple’s elusive car project, codenamed Project Titan, took shape in 2014, in the heart of Silicon Valley. What began as a whisper of meetings with Tesla’s Elon Musk evolved into a rollercoaster ride spanning a decade, marked by secrecy, speculation, and a series of unexpected turns.

2013-2015: The electric dreams begin

In 2013, Apple’s M&A whiz Adrian Perica meets with Elon Musk, but nothing materializes. By 2014, Project Titan is born, led by former Ford engineer Steve Zadesky. Reports emerge of Apple’s interest in electric vehicles (EVs), with executives exploring partnerships globally.

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2016: Dreams meet reality

As momentum falters in 2016, design displeasure arises, and ship dates slip to 2021. Bob Mansfield takes the helm in July, and by September, Apple shifts focus to autonomous driving, cutting hundreds from the Titan team, according to a report by Sean O’Kane from TechCrunch.

2017-2018: Autonomous ambitions emerge

In April 2017, Apple receives a permit for autonomous vehicle testing. By 2018, the self-driving fleet triples, and Doug Field returns from Tesla. Despite setbacks, the team expands to 5,000 members.

2019: Navigating rough terrain

Mass layoffs hit Project Titan early in 2019, yet Apple acquires AV startup Drive.ai. The year ends with uncertainty as Doug Field departs, leaving the project’s future hanging in the balance.

2020-2021: Amid a pandemic, new hires and plans emerge

The COVID-19 pandemic halts updates, but Apple engages with EV startup Canoo. Hires like Ulrich Kranz and John Giannandrea signal potential resurgence. In 2021, talks with Hyundai and a renewed autonomous focus spark intrigue.

2022-2023: Pivots and pressures

CJ Moore’s brief tenure and internal challenges make headlines in 2022. Apple scales back autonomous ambitions by the end of the year. Amid board pressure in 2023, the project struggles to maintain visibility.

2024: The final chapter

Bloomberg reports a pivotal moment in January, pushing the release date to 2028, with a pivot to a more limited EV. After intense discussions, Apple pulls the plug in February, ending the decade-long saga of the Apple Car.