Project Titan

“There were other strange ideas, such as not having windows on the front or the back of the car, and the idea being that the front and back look identical, so the car could drive in either direction, and it's always driving forward.”

“And this was clear admission of failure and admission of a need to disperse some of the resources from that program to other projects at the company, such as the work going on in generative artificial intelligence.”

“They had ideas about not having windows that can open. And so instead of that, they put microphones outside the car with a, you know, a high tech spatial audio system inside the car that could present The user with the feeling that they have open windows.”

“And he made the decision ultimately to recommend that Apple winds down this car program. He thought it couldn't be done. He didn't know, ah, when they'd be able to pull off autonomy, and so him alongside Williams, you know, ultimately wound down the Titan proj…”

“I think ultimately, to be honest with you, the biggest factor was probably, ah, the lack of profitability and the lack of strong margins that they saw coming from the car project.”

“Well, certainly the first embarrassment started to come out around 2016, 2017, when they had to do the first major pivot of the project, which was refocusing around that autonomous driving system, paring back some engineering and operations related to the deve…”

“So certainly they were thinking and putting an incredible amount of time into fallback options for the autonomy because they were Till about two years ago, very much all in on the lack of pedals or steering wheels.”

“There was talk of having a game controller-like interface in the car to be able to drive the car, because the big idea was having no pedal or steering wheels, of course. The other idea was being able to call into a 24 seven Apple Command Center and have them d…”

“And I think that the very core of the car looked something like the Volkswagen ID Buzz, Which is their, you know, new generation concept reimagining of the 19 fifties, 19 sixties micro bus, right?”

“And so the decision was made to delay their planned release date a couple years to the twenty-twenty-eight, twenty-twenty-nine time frame, so about five, six years from now, and re-architect the car around a level two, two-plus design.”