Next Tesla Challenger…Apple?


While Apple’s endeavor into the electrical vehicle market is one of the worst-kept secrets in the auto industry, the endeavor called Project Titan has been under development since 2015. In nearly nine years of work, they have achieved very little in the way of getting to an actual test or even concept vehicle.

Initially reported to be constructed without a steering wheel, the idea was to be the first to manufacture a fully autonomous vehicle. With the limitations on technology, the project has proven significantly more challenging than Apple CEO Tim Cook expected. Entrusting Project Titan to Apple Vice President Kevin Lynch in 2021, Lynch has now set a 2028 launch date projection.

Since taking the reins, Lynch tapered expectations for the first iteration. Now pledging for significantly fewer automation features, they are shooting to compete head-to-head with Tesla. A drop from Level 4 autonomy like they initially looked for, they will now be achieving Level 2+ at best. While critics are quick to say the technology might evolve enough for them to make Level 4 by 2028, the new bar set by Lynch is a safer bet.

That mindset is also a massive deterrent to many Apple critics. As a company that made its name off being an innovator, many see this as a desperate attempt to “me too” themselves into a market they aren’t already in. Trying to go head-to-head with companies like Rivian and Tesla is a dangerous proposition. Getting people who are already loyal to one EV to jump ship will be incredibly difficult unless Apple can come up with something superior.

As it stands, Apple’s biggest vehicle project, Apple CarPlay, has left many underwhelmed. Inaccurate, poorly updated maps, frequently dropping connections, and a lack of interface with multiple third-party apps leave a lot to be desired for the service. Perhaps they should fix that first.