Apple, $AAPL, to release car with set date 2028, no longer 2026, per Bloomberg.
Since its initiation in 2015, Project Titan, Apple's venture into the electric car domain, has encountered multiple setbacks and faced consistent changes in leadership. Initially aspiring to create a fully autonomous vehicle without a steering wheel, the project's ambitious goals have faced practical challenges in recent years.
Under the leadership of Apple VP Kevin Lynch since 2021, the company has now established a new target release date for its inaugural vehicle: 2028, as reported by Bloomberg today. Despite nearly a decade of efforts in developing autonomous driving technology, Apple has come to terms with the realization that its initial vision of a car without a steering wheel is unattainable.
According to Bloomberg's report, the 2028 Apple car will incorporate limited autonomy features similar to those offered by other electric vehicle manufacturers like Tesla. Drivers will be required to remain attentive and prepared to take control as the car autonomously navigates roads and highways, akin to Tesla's current Autopilot system. This corresponds to a Level 2+ autonomy system, a significant departure from Project Titan's original goal of achieving Level 4 autonomy.
There remains the possibility for Apple to enhance the system through software updates, adapting to changes in the international regulatory landscape over time. The report indicates that Apple's board exerted pressure on CEO Tim Cook last year to present a plan for advancing Project Titan or potentially discontinuing the project altogether. Notably, the project has not yet produced a viable prototype.
While the revised autonomy specifications provide a more pragmatic direction for the project under Kevin Lynch's leadership, doubts persist about the innovation level of the first Apple car. Bloomberg suggests that some employees criticize the plans, labeling it as a 'me-too product' lacking substantial innovation.
