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.
Amid all that's happening in the EV world (e.g. the two million Tesla recalls over autopilot issue, eerily echoed in Leave The World Behind), it's understandable that consumers aren't necessarily racing to the make purchases. But as a car that needs no introduction, and one notoriously satisfying to drive, the Range Rover might just be exception to the rule.
Fashioned by 75 years of tech expertise in off-road capability, every Range Rover—classic, Sport, Velar, Evoque—is currently already available as an electric hybrid. The all-electric though, is only set to arrive in 2024. Following the announcement just last week, JLR has now opened its waiting list to public ahead of the release.
In terms of performance and all-terrain capability, the model is based on the flagship V8. The goal is the most refined version, complete with unique active road noise cancellation configuration, sound design and level of cabin comfort. All that while wading through up to 850mm deep water. At least that is what's on paper now that physical prototype testing is underway.
Global on-road testing has commenced from Sweden to Dubai, in temperatures from -40C to +50C. Besides thermal derating, factors are mainly a) robustness of the electric drive system, including its front-end and underfloor, b) battery durability and c) chassis integrity.
Alongside design and engineering, the new electric luxury SUV will also be built in the UK. Batteries and EDUs will be constructed at JLR's new Electric Propulsion Manufacturing Centre in Wolverhampton for the very first time.
To throw in a little quote by JLR APac Managing Director Alistair Scott: “By joining the waiting list, enthusiasts and forward-thinkers alike can secure their place at the forefront of electric mobility. This is not just a reservation; it's a declaration of confidence in the future of transportation and a bold step towards a more sustainable tomorrow.”