Apple’s (NASDAQ: AAPL) “Project Titan” seems to be failing. A report on Monday indicates that tech giant has drastically reduced efforts to develop automotive vehicles, cutting hundreds of Jobs. Apple shifted direction, and no longer develops its own car.
Project Titan was rumored to be Apple next innovative project, an Apple Made electric car with the most sophisticated self-driving capabilities, ready to be delivered by 2019-2020. By the end of 2015, the program failed to reach its goals due to “an incredible failure of leadership,” according to one source, as managers fought over what direction Titan should go. Project leader Steve Zadesky left earlier this year.
Apple isn’t the first tech company that tried to build a unit for automotive vehicles. Alphabet’s (NASDAQ: GOOGL) Google had their own challenges of building self-driving cars.
Eric Paul Dennis, an analyst at the Center for Automotive Research, explained, “For a quality Apple-branded car they could probably get a healthy margin, … They probably weren’t willing to compromise on quality issues.”