Apple spent $10 billion over 10 years to develop an autonomous electric car, known as Titan, with the goal of competing with Tesla by Elon Musk. However, after a decade of effort, the project was abandoned in early 2024, without the product ever being launched to the public.
The company redirected its resources to generative artificial intelligence, resulting in the dismissal of 600 employees from the project.
The Titan project initially aimed to compete with Tesla, but over time, its focus shifted, leading to uncertainty about its direction and final goal. Despite the huge spending, Apple was unable to get the product off the ground and instead decided to focus its efforts on other areas, such as AI.
While the news generated a few sympathetic comments, many did not express much compassion for the tech giant, given its size and wealth. Some people joked about the situation, making jokes about the project’s costs and suggesting that Apple could use the money from iPhone sales to cover the losses.
Source: Unilad | AI-generated illustration: Carroemotos / condutta | This content was created with the help of AI and reviewed by the editorial team
