The decision impacts the permanence of employees at the company and reinforces Apple’s investments in other areas, such as AI.
A Apple canceled plans to build an electric car by announcing the closure of the secret Project Titan project, which consumed significant resources over the last decade and was the target of intense speculation by the automobile and technology industries. The technology giant’s executives announced this decision during an internal meeting, which also predicted layoffs and reassigned many employees to work on generative artificial intelligence.
Although Apple CEO Tim Cook has hinted at the company’s plans for a car in recent years, it has never fully committed to releasing a product in that vein. Despite this, Apple hired renowned executives from the automotive industry, from companies such as Lamborghini e Teslaand acquired autonomous vehicle startup Drive.ai in 2019.
The decision to end the program came as a surprise to employees who worked on the project, which is compounded by the potential job cuts many may face as a result. Ma’s plans for an electric car have changed repeatedly since it began investing in the concept in 2014, facing numerous setbacks along the way, such as the 2016 restructuring and the departure of the project’s top executive in 2021.
Apparently, the future for the company created by Steve Jobs points to a different route than that of vehicles. Recently, during a quarterly earnings call, Tim Cook highlighted that Apple will focus on artificial intelligence, mentioning that the company was investing significantly in this area and plans to make generative AI capabilities available to consumers in the near future.
In response to the case, billionaire Elon Musk, CEO of Tesla, reacted to the news with emojis in a post, indicating a greeting and a cigarette.
*With information from The Guardian
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