In 2014 rumors began circling that Apple was building its own automobile, and had allocated or hired over 1,000 people dedicated to the project. At the time, Apple was perhaps at the height of its swagger, with iPhone sales exceeding expectations and the company becoming more valuable than industrial giant ExxonMobil. An automobile looked like the perfect product for a disruptive, cash-rich company like Apple, and the press was awash in speculation that the technology company would run circles around the stodgy automakers in Detroit and Japan, and have an affordable, well-designed, electric and even self-driving vehicle in a few short years. The project, supposedly dubbed “Project Titan,” sucked up the best brains in the auto industry, even becoming what Elon Musk dubbed a “graveyard” for former employees of Technology/Automotive darling Tesla.Fast forward to the present, and Apple has replaced the leadership of Project Titan and dramatically scaled back expectations, replacing the goal of a full-fledged Apple Car with a deadline to produce some sort of software product that could be sold to other automakers by 2017. Digital hubrisThe year 2016 may well be the year that some of the magic of Silicon Valley-based technology faded. Once rumors began circulating… Read full this story
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