There's plenty of mystery and hearsay shrouding what is possibly Apple's biggest creation thus far. It's also no exaggeration to say that the billion-dollar Project Titan has experienced multiple iterations. With it, sheer speculation that has seen resurgence time and again throughout its decade of development.
Presently, the biggest change is pushing back the launch from 2026 to 2028 (earliest), further begging the question of its relevance then. Especially when what was initially planned to be a fully autonomous EV (Level 5) has since scaled down to partial automation (Level 2+: informal term for an advanced Level 2).
Features include braking/accelerating support and lane centering, which sounds far from showstopping if you ask me. No pedals, no steering wheels, and a central dashboard for controls may have sounded futuristic 10 years ago. Now it describes something not too far from a Tesla.
Which is essentially what the latter is, isn't it? Taking the sleek, minimalist approach that Apple is famous for and apply it to a vehicle, in both aesthetic and interface. Self-driving capabilities wise, Tesla's Autopilot currently falls under—you guessed it—Level 2.
It's hard not to see the Apple Car framed as being too late to the table. Robotaxi Waymo by Google's Alphabet is whizzing away. Sony and Honda are collaborating on Afeela. And of course, Chinese rivals Huawei and Xiaomi recently announcing their skin in the EV game with Luxeed S7 and SU7 respectively (what's with the obsession with seven?).
In an era where all products are created with the intent to surpass the competition, more so in tech, and more so in EV (just look at how all prototype demo videos highlight performance superiority to fellow players); how would Apple's fantasy drive add value to consumers' lives?
And in an era where branding is king, would a release like this, amid diminishing popularity of the once monopolising iPhone, have quite the opposite effect the conglomerate is going for? The last thing you want to do with high expectations is to disappoint.
...but who knows. With the way tech is going these days, I may just be eating my words in four years time.
