Render of Apple CarPlay infotainment system (Image: Apple)
Apple has reportedly scaled back its decade-old automotive project, shifting from a fully self-driving car to an electric vehicle similar to Tesla's. The anticipated "Apple Car" launch, initially targeted for 2026, is now expected in 2028. The autonomous features have been downgraded from Level 5 (full automation) to Level 2+ (partial automation), offering limited self-driving capabilities like lane centring and braking, still requiring the driver's full attention.
This revised strategy marks a pivotal moment for Apple, seen internally as a make-or-break scenario. The company is in talks with potential European manufacturing partners for the scaled-down project. Despite the shift, Apple aims to eventually introduce a Level 4 autonomous system.
The decision-making process involved "frenzied" meetings with CEO Tim Cook, the board, and project head Kevin Lynch. The board, persistent throughout 2023, questioned the car plan's viability.
In the broader context, the autonomous vehicle industry faced challenges in 2023, with GM's Cruise laying off 24% of its workforce, citing safety concerns. Waymo, however, appeared to fare better.
Apple's Project Titan, ongoing since the mid-2010s, has undergone multiple transformations, involving significant expenditures on powertrains, self-driving technology, and various car components. Given the project's history, further changes shouldn't come as a surprise.