Apple's Decade-Long Attempt to Build an 'Apple Car' Ends After Struggling to Overcome Tech and Economic Hurdles
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Apple invested over $10 billion and 10 years into "Project Titan" to build an Apple car, before realizing it wasn't viable and canceling it in February.
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The project was originally the vision of Steve Jobs back in 2008, who wanted Apple to create "this generation's Volkswagen Beetle."
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There were leadership struggles and pivots on what kind of car to build, from fully autonomous to more basic driver assistance features.
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Apple pursued partnerships with automakers like BMW and Tesla, and acquisitions like McLaren, but none materialized.
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Technical and economic hurdles proved too difficult to overcome, especially around developing safe self-driving technology and keeping costs reasonable.