Georg Kacher’s industry insights
Apple started pondering an iCar back in 2008, then in 2014 put together a team of about 1000 software specialists, battery experts and automotive engineers to give life to Project Titan, aka the Apple iCar. But in mid2019 boss Tim Cook pulled the plug, without ever formally declaring the project dead. Apple had underestimated the challenge of building a car to high quality standards; of setting up an e cient yet personal concierge-type online sales and service network; and of securing double-digit profit margins that would justify taking a multi-billion investment risk. Another big obstacle was that no potential partner – among them VW, BMW, Mercedes, Nissan, even McLaren – would allow Apple to control the customer experience.
Apple would still love to beat both the car makers and its tech rivals in terms of autonomous driving soft and hardware. Apple is now reportedly evaluating two alternative ways of reviving Titan: design its own car from top to bottom; or develop a digital data box – including cameras, sensors and a bespoke interface – that would be o ered to car makers as an autonomous driving package.
This spring, Apple approved fresh funds and started hiring talent in the fields of electrification, autonomy, AI, VR and digitalisation. A former Apple executive suggests Titan needs around 3000 people short-term to get into gear again, doubling by 2022.
According to some German EV insiders, Apple’s special projects team in Cupertino has 2024 as a target date for completing a rival to the Tesla Model 3, priced from $40k. Rumours suggest it would come in three sizes, all with a low-drag body on a skateboard-style chassis, with clamshell doors and an all-in-one digital operating platform.