--- title: "Who Killed the Electric Car? Apple, This Time" description: "After years of rumors, Apple has finally ended its attempt to build its own electric car, company insiders told Bloomberg today." date: "2024-02-27" modified: "2024-02-27" authors: - name: "Adam Ismail" job_title: "Senior Editor" link: "https://www.thedrive.com/authors/adam-ismail" url: "https://www.thedrive.com/news/apple-has-finally-given-up-on-its-autonomous-electric-car" categories: - "Car Tech" - "Electric Vehicles" - "News" - "Self-Driving Tech" --- # Who Killed the Electric Car? Apple, This Time ![]() *Apple CarPlay in use in a Porsche Cayenne. \Porsche\* After a decade in pursuit of building an autonomous car for the masses, then merely an electric one, [Apple]() has reportedly shuttered its vehicle development effort, codenamed [Project Titan](). Beset by a raft of personnel changes, constantly changing focus, and repeatedly delayed timelines, the tech giant never formally announced Titan—and now it appears it may never have to. The news comes courtesy of *[Bloomberg]()*, citing people close to the matter. Roughly 2,000 people were employed on Project Titan, and it's reported those who can will now move to Apple's endeavors in generative AI. Just last month, the car's development reached a "make or break" point, according to *Bloomberg*, and Apple shoved off Titan's launch by two more years, to 2028. It's unclear if layoffs will follow today's developments, though the iPhone maker counted plenty of automotive engineers and designers among its ranks to make its first car a reality, and their skill sets may not be needed within the company anymore. ![]() *A mockup of the new CarPlay experience that will launch in 2024 in select Aston Martin models. Notice how it covers the gauge cluster, too. Aston Martin, Apple* Still, it seems Apple's investors are at least relieved that Titan's rocky journey has finally come to an end, as shares rose by half a percent on Wall Street following *Bloomberg's* report on Tuesday afternoon. The outlet notes that most recently, Apple was targeting Titan's retail price somewhere in the neighborhood of $100,000, while only promising Level 2 automation at launch. That's a far cry from the Level 4 capabilities that engineers were supposedly hoping to achieve at the outset back in 2014, which would've allowed total autonomy under certain conditions, without requiring the vehicle's occupant to be prepared to assume command at any moment. Over the years, Apple was rumored to have negotiated with a number of automotive manufacturers, suppliers, and fellow players in the tech space to share the burden of delivering Titan, including Hyundai, LG, and even Magna, which built [Sony Honda Mobility]()'s earliest prototypes. Back in 2021, a report out of Korea suggested that [Hyundai was wary]() of minimizing its own brand to elevate Apple's, and executives were concerned that such a partnership would reduce the automaker to an "OEM factory for Apple cars." Apple is still clearly active in the realm of connected cars; its new CarPlay system that can control broader aspects of a vehicle, like the HVAC system, was recently announced for upcoming models from Porsche and Aston Martin, including the [DB12](). But the product that was supposed to do for self-driving cars what the iPod did for digital music has finally reached its predictable conclusion. *Got a tip? Send us a note: tips@thedrive.com* ## Author Adam is a Senior Editor at The Drive, concentrating on curating and developing the site's slate of daily journalism, from initial pitch to final copy edit. When he's not at his desk researching leads and working with writers, he's testing vehicles or reviewing racing games, new and old. He joined The Drive in 2023, following seven years of covering consumer technology and cars. A car lover and gamer since his earliest memories, Adam came to know the automotive world through video games. First it was Daytona USA, Sega Rally, and Ridge Racer; then came Need For Speed, which inspired an encyclopedic knowledge of '90s supercars, and, of course, Gran Turismo. If not for them, he'd assuredly be doing something else right now. Adam is based in the suburbs outside Philly, where there are ample roads for his hot hatch to stretch its legs. In his car, he's probably listening to indie rock, drum and bass, or Yankees baseball. ### Author social links [Bluesky]() [Instagram]() [LinkedIn]()