After a decade of rumors, secretive developments, executive entrances and exits, and pivots, Apple reportedly told employees yesterday that its car project, internally called “Project Titan,” is no more. Those working on the technology of some four-odd hype cycles ago—electric, autonomous vehicles—will reportedly now focus on the vaunted advancement of the day, generative AI. The project wind-down was first reported by Bloomberg; TechCrunch reports the restructuring of Project Titan will likely include layoffs.
“Prototypes are easy, volume production is hard, positive cash flow is excruciating,” Tesla CEO Elon Musk tweeted a few years back. It’s a lesson would-be car companies—as well as Tesla—seem to learn
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