Apple was Investing $1 Billion a Year in a Car that was Never Built
Project Titan was Apple's ambitious venture into the automotive sector, aiming to revolutionize transportation with a self-driving car.
The project faced numerous challenges, including internal conflicts, direction issues, and a catastrophic launch failure.
Apple had high hopes for Project Titan, with plans to invest $10 billion over ten years.
The goal was to achieve Level 5 autonomy, enabling the car to operate without human intervention.
Among several prototypes, the “Bread Loaf” was notable, inspired by the vintage Volkswagen Microbus.
This prototype featured sliding doors, an all-glass top, rounded sides, whitewall tyres, a futuristic cabin, a large TV, a powerful music system, and tintable windows.
The pursuit of Level 5 autonomy led to divisive opinions within Apple, causing delays due to internal disagreements and indecision.
Despite substantial investments and efforts, the project was ultimately unsuccessful, highlighting the challenges of pioneering new technology.