Project Titan in on the Clock at Apple

Over the past few months Apple has experienced a mass exodus from its Project Titan team, including its leader who turned the reigns over to others. It seems the feasibility of the project is just too much for the company to bear and the idea of building an autonomous vehicle and entering the automotive world (which was the stated goal of Project Titan) have all but gone away. The reality is that Apple is most likely not equipped to handle the vast world of the automotive industry and needs to simply focus on the technology industry alone.

The new goal of the company is to provide some form of autonomous technology to automakers to help improve their automation and bring about the necessary features that will make this the wave of the future. This strategy shift certainly cost many their jobs, but some people, especially engineers, chose to leave on their own because of the shaky ground they were already on with this project. The fact that Apple wanted to enter the auto market seemed like a good idea on paper, but when you have leaders leaving and executives quarreling over the direction of a project, a toxic environment is created.

Does this mean Apple won’t build an autonomous car at all? This hasn’t been confirmed or fully denied. The company will certainly seek to be part of the solution when it comes to automotive technology and the need to bring more advanced features to the forefront of our automotive market, but it doesn’t mean they’ve completely given up yet. Some of the new leadership inside the Project Titan team have stated they intend to prove a car can be built and show exactly how this can be achieved so that Apple will reconsider entering the automotive world with their own product.

Of course the idea of adding and owning the rights to parts and technology that improve the autonomous vehicle market make perfect sense for Apple. Currently the company enjoys many of these benefits already for some products we have on the market and this has provided high profit margins for them to continue to be successful. It seems that moving from iPhones to iCars might be more than what Apple is capable of being able to do. Of course that doesn’t mean they won’t let their team give it a try.

Right now the team for Project Titan have until sometime late in 2017 to prove to Apple this is still a good idea and can be a solid and profitable venture for the company. This isn’t a lot of time considering Project Titan has already been in the works since 2015 and hasn’t made significant strides toward becoming a reality in the time that’s already passed. We will see of Project Titan can become a reality or not, but right now it seems like the goal for Apple is to continue to be the technology giant it already is and provide some amazing additional features and items to vehicles that will have autonomous technology in the future.