Apple’s ‘Project Titan’ Fails, Insider Details Reveal Team Turmoil and Rumors of Tesla Acquisition

According to news on February 29, Apple’s car project “Project Titan” was ultimately considered a failure. After more than ten years of research and development, this project was recently exposed by Bloomberg. Although the project failed, the inside details about it have not disappeared. Recently, the New York Times conducted in-depth interviews with some participants of the "Project Titan" team, revealing the various turmoils and challenges experienced within the team.

According to the editor’s understanding, the report mentioned that Apple had considered the option of acquiring Tesla during the process of promoting “Project Titan”. In fact, this is not the first time rumors about an acquisition between Apple and Tesla have surfaced. As early as December 2020, Tesla CEO Elon Musk publicly stated that in the Model 3 When facing difficulties in development, he tried to "contact Tim Cook to discuss the possibility of Apple acquiring Tesla." However, according to Musk, Cook "rejected the meeting" at the time.

Although Cook and Musk later denied having such conversations and even claimed there had never been an exchange, the New York Times report seemed to provide new support for the rumor. According to two people familiar with the matter, Apple has held preliminary discussions with Musk about acquiring Tesla. Ultimately, though, Apple decided it made more sense to develop its own cars than to acquire and integrate another company.

In addition, the report also revealed some of Apple’s early radical design concepts for cars. It is reported that Apple initially planned to design the car to be completely controlled by Siri, even eliminating the steering wheel. Jony Ive and his design team once drew a model that looks similar to a European MPV (such as the Fiat Multipla 600) concept car with six windows and a curved roof. In a meeting with Cook, they demonstrated how this radical design might work: using voice actors to simulate Siri's voice interactions in the car. However, this design concept seems to have failed to come to fruition.

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