Last week we learnedthe abandonment of Apple's Project Titanwhich many observers called the Apple Car. In its weekly newsletter onBloomberg, Mark Gurman has rightly returned to the reasons for this failure and the facts he reports are quite eloquent.
Too ambitious a project?
According to our colleague, the Cupertino company has started working onthis initiativeabout ten years ago. At the time, two visions emerged. The first focused on the development of an ambitious electric car that would be similar to a Tesla with partial autonomous driving functionality (on highways and on certain roads). The second option imagined a fully autonomous vehicle which would have clearly revolutionized this sector.
Ambitious (perhaps too much), the apple brand chose the second option, and it was very bad for it. Indeed, the quest for a fully autonomous car never materialized. The Tech giant finally rectified the situation a few years ago, but it was already too late, according to Mark Gurman. In fact, billions of dollars had gone up in smoke without result.
The journalist also reports costs that are too high and profit margins that are too low for such a product. He believes that Apple wanted to move too quickly, and that releasing such a car is akin to selling the iPhone X without having offered previous models.
It is therefore a real missed opportunity, especially since the Apple brand could have generated a lot of money with such a vehicle. Internally, we planned to market the Apple Car for 100,000 euros each. Revenues could therefore have reached billions of dollars very quickly, even if the profits would not have been immense as we saw above.
In the legacy of Tim Cook at the head of the company, this would also have weighed enormously, even if the latter can already boast of the success of the Apple Watch and also seems enormouslyrely on AI.
For your part, do you regret this abandonment of the Apple Car? Please feel free to share your views in the comments.
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By : Keleops AG
