Apple Car Latest Rumors What to Expect From Project Titan

Is Apple Really Building a Car?

Is Apple Really Building a Car? Probably not anytime soon. That is the Short Answer.

Is Apple Really Building a Car?

In the midst of the age-old rumor that Apple will one day manufacture a car in a project labelled Project Titan, there has been a developing twist that suggests the whole tittle-tattle is a dud.

And this is not just because of the tech company’s frantic efforts to confute the rumor (we all know how Tim Cook and co fancy secrecy and surprising the masses), but also due to the sheer absurdness that comes with it.

It’s not about capital either; did I mention Apple has more than $200 billion worth of unused cash?

So why Isn’t Apple Building a Car?

1. Fear of Failure

Because this is a car we are talking about – not a computer, tablet, software, printer or phone that you can keep in your pocket and charge on the wall socket. It’s a space Apple haven’t ventured into before, and will only be willing to if they are guaranteed of success. It’s their reputation on the line.

Secondly, the prospect of following in the footsteps of their eternal rivals Google doesn’t look like the best idea at the moment. That, for one, would mean they have to outperform them and Tesla or just match their feat. It’s a self-induced battle and losing it would be nothing short of a catastrophe for the iPhone maker.

2. Complexity of Building a Car

Another fact that would most likely count against the company is the intricacy of manufacturing a car.

Of course the basic blueprint for building a smartphone, a computer and an electric car is virtually one and the same thing, but the sheer fact that a car is made up of close to 5,000 parts may make the space tricky for Apple to simply jump into.

But Google made good with their self-driving car project, why wouldn’t Apple? Well, there is the advantage of being the pacesetter; there is no existing project to compare yourself with. Your project will simply be appreciated as there are no parameters to ground quality on.

3. Not Market’s First

On a similar note, Apple just don’t like to follow. They are accustomed to coming up with category-defining products, a tendency that has run in their blood since the days of Steve jobs.

Trying to take a closer look at the electric car market, I can only see one real threat in Tesla, whose cars have left nothing for Apple to take advantage of. An iCar – with the state-of-the-art technology – can probably only be as good as a Tesla.

4. Not Groundbreaking Enough

More to the point, this looks more like a fashion move than a technological advancement. Electric cars – apart from the fact that they don’t run on petrol – are no better than the commonplace Toyotas, BMWs and Volkswagens (they are in fact more prone to breakdowns in the form of software bugs).

It is a new project but it hasn’t caused the kind of frenzy Apple like sending the world into with each of their new products.

Statistically, Tesla is selling only a fraction of what the traditional manufacturers do, and the numbers are not even rising. It only shows that Apple will be fighting a battle in a space that barely matters to anyone at this moment.

That is not what Apple do.

5. Lack of Experience

Also, and that’s common sense, there is the problem of expertise. Apple do not manufacture cars, so they don’t have automobile engineers.

The Wall Street Journal reported some time back that the company had made Bob Mansfield the project manager but that’s just about it from Apple as far as human resource is concerned.

It will behoove them to partner with Hyundai or Toyota for seats, windows and doors, and Detroit for wheels and rims, which will make it more like a joint effort than an Apple Inc. project.


That said, we can’t completely rule out the prospect of Apple hitting the automobile field in the far-flung future. For now, it’s only reasonable that you look ahead to another ten iPhones after the iPhone 7 before thinking about the iCar.

Image credit: carwow

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  1. Mog

    Apple is the classic second mover advantage realiser, so the only reason in this article that stands up is the complexity one. But, Apple also outsources ^all^ its production, designing more and more of the components as their new products mature. And there are OEM car manufacturers, so – given Tesla and Google started from scratch, there’s actually even less reason why Apple wouldn’t go into the personal transportation business.

    The key thing is, they’ll wait until they can do it in a way where their product redefines the category to their advantage, or not at all.

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