Oliver Haslam on February 28, 2024, 2:28 pm

The Apple Car Has Finally Been Canceled After 10 Years Of Failure

After a decade of trying to get the Apple Car to market, Apple has finally decided that it’s time to cancel the project, according to a new report.

Apple has never publicly confirmed that the project, dubbed Project Titan, was underway but reports over the last decade have claimed that managers have come and gone as the company struggled to work out what it wanted it to be.

Now, it’s been canceled and employees moved on to other AI-related projects instead, writes Bloomberg‘s Mark Gurman. The decision was confirmed to Apple employees this week.

Apple made the disclosure internally Tuesday, surprising the nearly 2,000 employees working on the project, said the people, who asked not to be identified because the announcement wasn’t public. The decision was shared by Chief Operating Officer Jeff Williams and Kevin Lynch, a vice president in charge of the effort, according to the people.

The project is going to wind down with some employees moving to the artificial intelligence division under executive John Giannandrea, the report notes. AI has become a key aspect for Apple of late and it’s thought that the company will now turn its attention there instead.

It was never really clear what Apple had in mind for the project, with some claiming it was a fully-fledged autonomous EV and others suggesting Apple intended to license the technology to other companies. Ultimately, neither happened and the Apple Car will never see the light of day.