Apple Car, internally dubbed Project Titan, is now being planned to launch in 2028 at the earliest. The electric vehicle will also sport less ambitious self-driving capabilities than originally thought, according to a new Bloomberg report.
Apple decided to tone down the level of autonomy that its electric car would achieve after reaching a perilous stage of its development which has spanned a decade, the report adds. The company originally aimed to launch a car that would be able to completely drive itself, but has now scaled back this goal to an autonomous level where driver input is still required.
Originally hoped to launch in 2026, the project continues to face more hurdles and is now projected to launch in 2028 at the earliest. Apple’s foregone goal of a 2026 release was still thought to be achievable in 2022, the report adds. The project formally kicked off in 2014 and has faced a myriad of issues, including several leaders, multiple changes of objectives, and various rounds of layoffs and restructuring of engineering teams.
Apple’s new humble self-driving goals are now said to be closer to what Tesla has been achieving with its lineup through Autopilot. The company is now targeting Level 2+ driver-assistance features, a notable downgrade from Levels 4 and 5 systems that were the original goal early during the project’s inception.
With Level 2, Apple Car should be able to provide steering, braking, and acceleration assistance, which translates to lane centering and adaptive cruise control simultaneously. The more sophisticated Level 4 calls for the vehicle to be able to completely drive itself albeit in limited scenarios under optimum conditions.
The less ambitious endeavor stems from Apple’s desire to finally get its electric vehicle on the road after presumably billions in R&D costs. The report warns that senior company officials might axe the project altogether if progress remains slow.
Apple made this step after a round of heated meetings involving the project’s current leader Kevin Lynch, CEO Tim Cook, and the company’s board, which was pressuring executives to clarify where the project was heading throughout last year. The project is understandably expensive, with costs spanning salaries, cloud systems that manage the autonomous computer, testing on closed roads, and mechanical and electronic engineering.
Apple reportedly plans to partner with manufacturers in Europe to help assemble its vehicle. After shipping, the company might consider developing a new system to allow for Level 4 self-driving capabilities. Apple Car will first be approved for autonomous driving in most of North America, with later upgrades making it certified for self-driving in additional regions.
Despite this, Apple has yet to reach a “formal prototype stage” of its vehicle, the report adds. The company has been working on multiple components including powertrains, autonomous hardware and software, interior and exterior designs, and dedicated Apple silicon chips. The new scaled-back approach, now seen as a direct replicant of Tesla, should also help the company consolidate its prototyping efforts.
Apple hopes to make its electric vehicle stand out with features like a unique exterior design, advanced safety, and a distinct user interface for things like the dashboard and infotainment system.
The new approach reportedly still has internal skeptics, the report warns. Managers are worried about the profitability of a hypothetical Apple Car compared to other established products like the iPhone. In all cases, the vehicle would still boost the company’s revenue significantly, which has been stagnating in the past year or so.
