- Tech giant has been planning to launch a fully self-driving car for over a decade
- But sources say it has been scaled back to an EV with more limited features
- The vehicle is set to hit the market in 2028, sources told Bloomberg
Apple is planning to launch its own electric car as early as 2028, according to new reports.
The tech giant had originally intended to create a fully self-driving vehicle as part of a decade-old project dubbed internally as Titan.
But today sources close to the project told Bloomberg that the company is working on an EV with more limited features. The outlet reported the model will hit the market in 2028 – two years after it was expected to.
It comes after Apple’s revenue stalled last year as it searches for its next big product to entice customers.
Bosses began working on a vehicle in 2014 but the plan has been mired in delays amid rounds of layoffs and changes to the firm’s strategy.
The tech giant had originally intended to create a fully self-driving vehicle as part of a decade-old project dubbed internally as Titan. Pictured: a concept of Apple’s self-driving car
Apple is reportedly planning to launch its own electric car as early as 2028, according to new reports
In December 2022, Bloomberg reported bosses were planning to launch a fully self-driving vehicle by 2026.
However insiders said the plan has now been scaled back to bring the project more in-line with the current capabilities of Teslas on the market.
It will now implement what is known as a Level 2+ system, having downgraded from Level 4 technology. Originally, bosses had planned for an even more ambitious Level 5 system.
Apple CEO Tim Cook has historically remained tight-lipped about the project. When asked about the project by the New York Times in 2021, he said: ‘We’ll see what Apple does. We investigate so many things internally. Many of them never see the light of day.’
But the new shift in direction is seen as a pivotal moment among staff, making it more realistic that the company can deliver the project with reduced expectations. If not, executives may reconsider the project’s existence after all.
The original plan for the vehicle would have meant it did not require human intervention on highways in approved parts of North America.
The more basic plan at present would require drivers to pay attention to the road and take over at any time. This is similar to the current autopilot feature on Tesla EVs.
Apple is still hoping that it can release an upgraded car with Level 4 technology after the initial rollout. A Level 4 system means the vehicle would operate totally independently but only under specific circumstances.
This is a breaking news story, please check back for updates.