Apple's Secretive Car Project Struggled with Vision, Organization
-
Apple launched Project Titan in 2014 to prevent engineers from leaving and find new business areas, but struggled from the start with differing visions.
-
Apple faced harsh realities of low profits and being late to market compared to Tesla in the automotive industry.
-
Apple's design and supply chain strengths don't transfer well to cars.
-
There were differing views within the team - some wanted to compete with Tesla, others pursued self-driving tech.
-
Apple hired many outsiders new to its culture, leading to organizational issues overwhelming even a powerful company.