Apple’s Project Titan: the iCar

Written by Kfir Kedem – December 28, 2020

Reviewed by Asaf Kedem

In 2017 Apple validated rumors regarding its development of a car. This project was known as Project Titan and its main goal was to develop and produce a self-driving passenger car. Since then, there has been some chaos around the project and disagreements when it came to the vision. This led to the project going off track and hundreds of employees being laid off.

Apple are claiming that Project Titan is now back to functioning performance and the vision is clear. They are working on a fully autonomous passenger car that they will release to the market by 2024. The car will be developed using only Apple technology. This includes everything from the software to the batteries. As Apple are a technology company and not a car manufacturer, they are reportedly currently looking for a manufacturing partner to produce their cars.

Auto Trendy’s take:

Having previously reported on other technology companies’ efforts to develop cars (e.g. Blackberry and Amazon), Apple verifying their car development only solidifies the point that the car market will likely merge into the consumer electronics market. On one hand, this could be a major worry for current car manufacturers as these technology companies already have a deep understanding of appealing to customers in their market. What can also be said is that producing a car is not so easy. Even Apple are looking for a manufacturing partner that fully understands the supply chain concerns of car production. Could current car manufacturers compete in the rising technology-based market, or will they have to pivot into producing cars for technology companies?