Project Titan, Apple’s secretive car program, has been canceled. The tech giant spent billions of dollars over the past decade as part of a grandiose plan to upturn the car industry in the same way the iPhone revolutionized mobile phones. There was an abortive effort to buy Tesla, a design inspired by the old Volkswagen bus and plans to team up with Mercedes-Benz, BMW and others.

But last month, Apple quietly abandoned the car project. Bloomberg News goes under the hood of Project Titan to reveal what the company was planning and explain why it ultimately fell apart.

Get unlimited access to Bloomberg.com for $1.99/month for the first 3 months: https://www.bloomberg.com/subscriptio...

Chapters:
00:00 Introduction
01:09 What Tim Cook said about the car
02:32 Project Titan’s origins
05:00 Uber and Tesla change things
06:30 Self-driving car disappointments
08:16 Apple’s final rethink

#apple #evs #business

--------
Like this video? Subscribe: http://www.youtube.com/Bloomberg?sub_...
Become a Quicktake Member for exclusive perks: http://www.youtube.com/bloomberg/join

Bloomberg Originals offers bold takes for curious minds on today’s biggest topics. Hosted by experts covering stories you haven’t seen and viewpoints you haven’t heard, you’ll discover cinematic, data-led shows that investigate the intersection of business and culture. Exploring every angle of climate change, technology, finance, sports and beyond, Bloomberg Originals is business as you’ve never seen it.

Subscribe for business news, but not as you've known it: exclusive interviews, fascinating profiles, data-driven analysis, and the latest in tech innovation from around the world.

Visit our partner channel Bloomberg Quicktake for global news and insight in an instant.