<div><div><p><a data-ylk="elm:author;slk:Pranav Dixit;itc:0" href="https://www.engadget.com/about/editors/pranav-dixit/"><img alt="Pranav Dixit" data-src="https://s.yimg.com/ny/api/res/1.2/OMUHHscu3.L2fjavN7yn1A--/YXBwaWQ9aGlnaGxhbmRlcjt3PTgwO2g9ODA-/https://o.aolcdn.com/images/dims?image_uri=https%3A%2F%2Fs.yimg.com%2Fos%2Fcreatr-uploaded-images%2F2023-10%2Fdcb1ba10-7753-11ee-96fb-17628394b6f1&amp;compress=1&amp;progressive=1&amp;quality=75&amp;client=hawkeye&amp;signature=81774f86d33128668ca4d1a08210a726337bf349" src="https://s.yimg.com/ny/api/res/1.2/OMUHHscu3.L2fjavN7yn1A--/YXBwaWQ9aGlnaGxhbmRlcjt3PTgwO2g9ODA-/https://o.aolcdn.com/images/dims?image_uri=https%3A%2F%2Fs.yimg.com%2Fos%2Fcreatr-uploaded-images%2F2023-10%2Fdcb1ba10-7753-11ee-96fb-17628394b6f1&amp;compress=1&amp;progressive=1&amp;quality=75&amp;client=hawkeye&amp;signature=81774f86d33128668ca4d1a08210a726337bf349"></img></a></p></div></div><div><p>Ten years, billions of dollars, multiple leadership changes, and dozens of rumors later, the Apple Car project is dead. A <a data-i13n="elm:context_link;elmt:doNotAffiliate;cpos:1;pos:1" data-ylk="slk:new report;elm:context_link;elmt:doNotAffiliate;cpos:1;pos:1;itc:0;sec:content-canvas" href="https://www.bloomberg.com/news/articles/2024-02-27/apple-cancels-work-on-electric-car-shifts-team-to-generative-ai?sref=10lNAhZ9" rel="nofollow noopener" target="_blank">new report</a> from <em>Bloomberg</em>’s Mark Gurman says that Apple has officially canceled the car, breaking the news to nearly 2,000 employees who had been working on it on Tuesday.</p><p>As part of the change, Apple will move “many employees working on the carâ€ to the company’s artificial intelligence division where they will focus on generative AI projects, which Apple is expected to share more about later this year, according to a <a data-i13n="elm:context_link;elmt:doNotAffiliate;cpos:2;pos:1" data-ylk="slk:statement;elm:context_link;elmt:doNotAffiliate;cpos:2;pos:1;itc:0;sec:content-canvas" href="https://www.axios.com/2024/02/01/apple-earnings-top-estimates-higher-profit-margin" rel="nofollow noopener" target="_blank">statement</a> by CEO Tim Cook on the company’s earnings call earlier this month. But the car team also included hundreds of hardware engineers and car designers, some of who, <em>Bloomberg</em> reports, will be able to apply for jobs in other divisions of the company. The rest are likely to be laid off.</p><p>Apple has never spoken publicly about its efforts to build a vehicle, internally known as <a data-i13n="elm:context_link;elmt:doNotAffiliate;cpos:3;pos:1" data-ylk="slk:Project Titan;elm:context_link;elmt:doNotAffiliate;cpos:3;pos:1;itc:0;sec:content-canvas" href="https://www.engadget.com/2015-03-07-dreaming-of-an-apple-car.html">Project Titan</a>. But a <a data-i13n="elm:context_link;elmt:doNotAffiliate;cpos:4;pos:1" data-ylk="slk:number of leaks;elm:context_link;elmt:doNotAffiliate;cpos:4;pos:1;itc:0;sec:content-canvas" href="https://www.theinformation.com/articles/inside-apples-eight-year-struggle-to-build-a-self-driving-car" rel="nofollow noopener" target="_blank">number of leaks</a> over the years revealed the company’s ambitions to expand into a brand new product category it had no experience in. At the beginning of the project in 2014, Apple wanted to build fully self-driving car without pedals or a steering wheel with a remote command center ready to take over for a driver. But in recent years, Apple reportedly pared down its ambitions. As recently as last month, <a data-i13n="elm:context_link;elmt:doNotAffiliate;cpos:5;pos:1" data-ylk="slk:new reports;elm:context_link;elmt:doNotAffiliate;cpos:5;pos:1;itc:0;sec:content-canvas" href="https://www.engadget.com/the-apple-car-apparently-still-exists-could-debut-in-2028-with-reduced-autonomy-203458008.html">new reports</a> suggested that Apple’s car, which could debut in 2028, would be an electric vehicle more akin to a Tesla than something completely new.</p><p>Project Titan also went through multiple leadership shakeups. In 2021, Apple <a data-i13n="elm:context_link;elmt:doNotAffiliate;cpos:6;pos:1" data-ylk="slk:appointed;elm:context_link;elmt:doNotAffiliate;cpos:6;pos:1;itc:0;sec:content-canvas" href="https://www.engadget.com/apple-appoints-kevin-lynch-car-division-223033138.html">appointed</a> Kevin Lynch, the executive who previously oversaw Apple Watch development, to head the car division after Doug Field, Project Titan’s previous head, <a data-i13n="elm:context_link;elmt:doNotAffiliate;cpos:7;pos:1" data-ylk="slk:left for Ford;elm:context_link;elmt:doNotAffiliate;cpos:7;pos:1;itc:0;sec:content-canvas" href="https://www.engadget.com/ford-hires-doug-field-204511159.html">left for Ford</a>.</p><p>Apple had <a data-i13n="elm:context_link;elmt:doNotAffiliate;cpos:8;pos:1" data-ylk="slk:reportedly;elm:context_link;elmt:doNotAffiliate;cpos:8;pos:1;itc:0;sec:content-canvas" href="https://www.bloomberg.com/news/articles/2024-02-27/apple-cancels-work-on-electric-car-shifts-team-to-generative-ai?sref=10lNAhZ9" rel="nofollow noopener" target="_blank">reportedly</a> considered pricing the car at around $100,000, in the ballpark of a high-end Tesla Model X. But Apple executives were reportedly concerned about profit margins at that price. The move is a rare setback for the company, which according to <em>Bloomberg</em> worked on “powertrains, self-driving hardware and software, car interiors and exteriors, and other key componentsâ€ over the years.</p></div>