A Peek at The Apple Car

Apple’s electric vehicle project is codenamed “Titan.” It began in 2014.

The company has devoted more than 5,000 employees to it over the past five years or so, most of whom work at a secret location not far from Apple’s headquarters in Cupertino, California.

The car will be a fully autonomous self-driving vehicle, at the highest level achieved to date. Rumors suggest that it will have no steering wheel or pedals, but look more like a lounge than a traditional car.

Apple’s patent filings reveal that it’s not just making self-driving software to license to car manufacturers, it’s going to make an actual Apple branded car, with manufacturing outsourced probably to Hyundai-Kia.

The car will solidify Apple’s ecosystem of devices. Everybody riding in one will want only Apple products for a seamless passenger experience. The company’s famous total integration will pay off in spades. The Apple car could be big enough to move the needle for the world’s largest company, showing another way that big tech is starting a new growth phase.

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Links to Resources Mentioned

• “Inside Apple’s Eight-Year Struggle to Build a Self-Driving Car,” The Information, July 11, 2022

• “Apple’s patent history reveals a major push into autos” Nikkei Asia, July 25, 2022

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