Apple’s secretive Car project is not that secret, as there are rumours every now and then about its development. Now, a new report from Bloomberg tells us that Apple is pumping the brakes on its ambitious ‘Apple Car’ project, opting for a more down-to-earth approach.
According to Mark Gurman, the tech giant has pushed back the car’s launch to 2028 and made significant changes to its self-driving features.
Initially aiming for a fully self-driving car, Apple has now settled for a Level 2+ system, a step beyond Tesla’s Autopilot. This means the car will offer limited self-driving features like lane centring and braking/accelerating support but still require the driver’s attention.
The report stating insider informers suggests that this shift is crucial for Apple, with the company believing that delivering a scaled-down version could make or break the entire project. Talks with potential manufacturing partners in Europe are underway to implement this new strategy, adds the report.
With substantial investments, Project Titan as Apple’s automotive initiative is codenamed, has been in the works since the mid-2010s. The project has covered various aspects, including powertrains, self-driving tech, car interiors, and exteriors. Given the project’s history of changes, the impact of this latest shift on the future of the Apple Car remains uncertain.
Apple is expected to focus on design, robust safety systems, and a unique user interface to stand out in the market. However, Apple will have to face tough competition from established automakers transitioning to EVs and Tesla, with its strong tech reputation.
Other smartphone contenders like Huawei and Xiaomi are also making forays into the EV domain. All in all, it appears that Apple’s journey into the realm of EVs appears to be facing some challenges at the moment, and attaining the level of status enjoyed by iPhones and Macs won’t be a cake-walk.
