What Killed the Apple Car?
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.
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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
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I doubt they have killed it. They will bring it back when the shake-out and consolidation is over. They are shrewd businessmen, they will prevail.
Tesla wins again
What's the name of the song at 5:16?
😊
paying extra for your car's charging cable won't ever be a thing now
No "environmental pressure" on the cable too 🤗
Have you seen the cost of Tesla's cables? It's already a thing
I paid $250 for my teslas charging cable lol
@@romansanders Buyer beware. It's such an old phrase that it's origin is Latin (Caveat Emptor). Yet people still love to drink the Kool Aid. So be it.
Bad joke, Apple includes a charging cable with every rechargeable product it sells.
They realized they couldn't achieve the astronomical profit margins they're accustomed to.
highly doubt that was the main problem
@@senoow4215 It was.
@@mugishagabriel6074no it’s because self driving is still decades away which is why everyone is divesting from it.
@@albertcheng1168 self driving is closer than you think. I say 5 years away
Apple's profit margins are publicly available, they net on avg roughly 45% gross and 25% net, that's definitely not astronomical.
They had one look at Rivian's balance sheet and income statement. That was enough.
Their balance sheets, tesla's domination in the west, and Chinese companies like BYD dominating everywhere else
Just asking, isnt Rivian's struggle a typical story of a startup to get a grip on the market?
Most likely will buy Rivian’s struggle at base value. Their aesthetics match.
Tesla's balance sheet looks great tho
They picked three areas that were already making waves at the time. Picking popular things and chasing to be a part of it isn't what made apple huge.
Simple answer: The lightning charging port was banned in EU
And you had to turn the car over to charge it
We just can’t built it with USB-C. It wouldn’t work with our proprietary standard equipment Frappuccino machine. Scrap the whole project, they said. Our core demographic won’t buy it unless it has a Frappuccino machine.
“Porsche, Audi, Lamborghini, you name it” So Volkswagen 😂
The also poached Tesla talent.
They wanted to be specific because most people don’t know what you and I know about Volkswagen
Volkswagen Group owns all three.
Prototype is easy, production is hard, profitability is even…..?
Dyson also went thru the same epiphany as well after they built their own EV prototype, which was why they also canned it Making a fantastic prototype and tech demonstrator is one thing, translating it into a production model that is profitable is another thing altogether.
I’ve been wondering when Dyson is going to come out with a carpet cleaner.🤟
It was the fact that full self driving was never going to happen. They fell for Musks BS . @@SoranPryde
@@steviegbcool So are you sure? When’s the last time you drove a Tesla with FSD?
You can't just put a steering wheel, just shut down a 10y project and dispose 10b USD away
Its a low margin business that takes like 15 years to produce profitably. Apple does high margin businesses.
If people are gawking at the prices of the Vision Pro, ...imagine the price of the car.
It'd obviously have been a premium-tiered car. Nothing weird about that.
@@J1Jordymore like basic-tiered car with premium-tiered price tag
@@J1Jordy priced like 10 lambos but obsolete within 5 CarOS upgrades.
@@wshyangify A Lambo itself is typically just an 'overclocked' Audi for 3x the price. Nothing new there.
@@manishkr1092 Yes it wouldn't have all kinds of "premium" features that 3% of the people want but cry about like they're 90%
It never ceases to amaze me the hubris of the techies to think that because they can build a phone or software, they can replicate their success in other industries just because they think they are so smart. Wrong, wrong, wrong.
Laughs in Japanese
xiaomi su7
Simple Answer: They refused put windows on it.
Nothing is on windows these days .
@@devildewaz "Nothing is on windows these days ." Incorrect.
The People who made i phone in China said sure why not.
😂
LOL!!
Vision Pro will NEVER replace the iPhone. Any successful AR glasses will need to look like glasses do today, and we are still years away from that.
im pretty certain they're referring to later generations, tech evolves fast so its not unrealistic that the vision pro will replace the iphone in a decade
@@Skyymon It will replace the Macbooks & iPads but I don't think the iPhone due to it being more than just a phone and camera and portability but yes the Macs and iPads will be gone next decade and replaced with Vision Pro.
@@brandongant618 so is a vision produce
I think the weirdest situation for apple is that, to build an autonomous driving car, you really need a lot of data, and apple isn’t willing to sell the car without selfdriving capabilities first. Testing only with your own team really can’t match the real consumers testing.
Waymos cars EACH cost $250,000 as ATV.
i disagree. Almost all manufacturers have designed their system so far without acquiring massive amounts of driving data from their customers. Tesla is the only exception and they are not really ahead in the market compared to that competition. The big issue imho is the goal they had set. Level 5 autonomy is still a long time away. We won't see it this decade and the industry is already shifting away from the promise of driverless cars and pivoting once again towards level 3.
They failed at the first step of product development: Define what problem the product solves and to which segment of their market it is aimed
True self driving bike or scooter solves my problem too which is traffic/driving is boring, I want to zone out get stuff done and arrive at my destination.
What am i missing here? Xiaomi has much less cash than Apple and started the car project much late. Is this a case of chasing perfection instead of focusing to finish the job at hand?
They has Chinese supply chain and Chinese EV market which is the biggest in the world.
But Xiaomi or Huawei EVs will get absolutely slaughtered by BYD in China.
@@directxxxx71 "They has Chinese supply chain and Chinese EV market which is the biggest in the world." So? Apple could have produced a car if they wanted to.
@@yourcrazybear Could they have produced a compelling car that fits in the ecosystem, at a profit, without the huge China subsidies? No.
If you see from apple perspective every product they create is not allowed to work correctly and repairable by third party and that is way harder to implement in automotive industry, I think this is one of the major reason.
The problem was they just talked about it but never materialized anything. Too afraid to fall that they failed.
No, that's just Apple, they never show anything to the public until it is ready to be launched to the customer.
10:46 The cars shown here are not EVs
Certified Bloomberg moment.
Audio: Apple has given up, no confidence Video: shows a graveyard of cars that have given up, no confidence Rtrd in chat: tHe cArS sHoWn HeRe aReNt EVs
@@AyeBeeG If you would know the history of these images, you would know why the comment is made. This view is used twice in this video. And both times when talking about the failure of EVs, because yes, project Titan was to be an EV. This graveyard of vehicles however is located in China and is just one of many over subsidized companies that went belly up when the subsidy ended. And yes, this company also had EVs.
2:46 "they hired the best people, from Porsche, Lamogini, Audi" All from VW Group ❤
And they failed… yeah, VW is not a great company for EVs…
@@keittomaster not yet.
They hired the biggest minds behind dieselgate, no wonder they failed lol 😂
@@enderan27 apparently not in the coming 10 years
One way to look at this project's failure is from the perspective of Simon Sinks "Start With Why." It seems to me that in this project Apple started with the product that they wanted to make (a car or "the what") instead of figuring out the problem they were trying to solve. This lead to the wide and changing focus of the project. Essentially, they were focused on creating a product that they already envisioned and not solving a problem or creating a solution. They started with 'we want to make an Apple car' and not 'how do we make the driving experience better for individuals.'
From what I saw of the plans, it would def be a car for someone like me. A self driving car built for comfort that fits in to Apple’s ecosystem? Sounds great.
They were not working on a car. It was a decoy'ish type of "project". Was always intended to be something else.
Why didn’t they just build a normal car that can take you from A to B then try and piggyback off that product with more innovations such as autonomous driving? They had too much money sloshing around their accounts and needed to bleed a few billion dollars it seems.
Apple should just buy a million Toyota Camrys, slap an Apple logo on them, and resell for $100k a piece.
They saw how much pain Elon Musk went through, and thought fck that, and decided to pivot to generative AI, a direction more in line with Apple's core strengths and products synergy.
Isn't it ironic that the biggest company in the world finds innovation too expensive to pursue? Meanwhile, Huawei has an electric car. I want to hear more about how capitalists are the main drivers of innovation without government socialist assistance.
And thus they'll enable the worst of us to create sludge and make the rest of us hate even more
@@herewego9767 don't you dare comparing Apple with the soulless chinese knockoffs
@@kosteaproduction yeah stay away from poor apple!
@kosteaproduction There is no company more soulless than Apple. It's like Steve Jobs took its soul away. It's all profit and zero innovation.
you buy your own engine. Wheel is optional to pay extra for charging port.
Without Steve jobs, apple can't create anything special anymore
Jobs destroyed the internet
That's not true. Imagine Steve Jobs in today's media landscape he would be pummeled as a anti-woke lunatic.
without Wozniak*. Jobs was just a daydreamer crazy person speechman like Elizabeth Holmes XDDDD
Airpods alone would be a Fortune 200 company.
@@metatron3942 No one cares as much if you're pushing technological development. Sure, a billionaire start feeling like a snowflake, but most people would STILL buy their product(s). See: Elon Musk. 🤷♂
Apple declined to comment because this is a joke of an assessment to say the vision pro will replace iPhone.
The average car owner has no interest in owning a self driving car Most just want a cheap EV with a long range and the ability to charge quickly
Like so much of the hype of the 2010s, it was just that. Hype.
Apple splashed a huge amount of cash here, they tried in earnest, and failed. That is different from hype. Lots of companies confidently set out to conquer Level 5 FSD, but almost all of them proved too in love with their original plans to succeed. Tesla doesn’t do that kind of love, they have tossed out their plans several times, most recently replacing their seven years of software development and labeling done by over a thousand labeling employees with a neural net program written by the computers.
They can't even get maps to work very well how are they going to get a self-driving car to do anything but end up going the wrong way on the interstate?
EVs are expensive. China : Take our 15K$ EV which is better then anything GM and Ford offer you at 20K
CCP subsidized plus atrificially suppressed wages.
Xiaomi successfully made an Electric Vehicle though
Yeah, because they weren't overthinking it like how Apple was. Apple was trying to do it "the Apple way" and it seems that ended up back firing on them.
Add Huawei! Its an amazing car
Thw Xiaomi car comes with a steering wheel while the Apple car was reported to be purely driverless. Anyways there have been many non auto companies that have created EVs (Dyson also built an EV) but that doesn't mean that those EVs will sell like hot cakes. The auto industry is a cut-throat industry.
I applaud Chinese companies for moving first but also the Chinese government offers a lot of incentives
@@TD-uh3wi Huawei has become a national threat in communication, consumer hardware and software, cloud and AI, chip and auto manufacturing ...
10:13 when your biggest moment in live is buying a VR headset 😂😂
Apple should have bought Tesla when they had the chance. Yes, it’s nowhere near the Margin of an iPhone, but with the Supercharger network open to all EVs Tesla will have epic cash flow.
I think they didn't because the condition Elon set out is that he'd be the CEO of apple and gain apple shares.
I agree. They should have acquired it.
By the look of it, we will have self-aware and sentient AI systems before we can have Level-5 self-driving car!
Not to mention, Electric car was becoming nothing more just a Fad. like crypto, Web3, Blockchain and AI. The sales was tanking hard
True, we will get AGI, something tremendouslymore complex frist, than self driving technology. Makes sense.
In fact, yes. They should level 5 flying instead. Drones. Much easier.
Nah
@jensenraylight8011 AI a fad...? It's literally one of the fastest growing industries 😅 AI has massively Increased its capabilities in only a few years. It's growing faster than Nvidia and the likes can provide the chips. Perhaps you think AI is the chat bots you see online? That's just a consumer product, the full copy of the AI's are too dangerous to provide to the general public.
Super interesting and well delivered.
Not ever having had a proper idea what to actually build is what killed it
Apple was testing a cute little city car in Austin about eight years ago. I remember seeing one stranded in a city park, and took photos while it was loaded into a trailer. The closest thing to it on the market was the Smart Car. I don't see photos of it on this video, and a Google Image search also fails to show it. I might have captured spy photos more unique than I realized at the time.
There is a major difference btn the tech and automotive industry. Fierce competition, variety of consumer preferences and business models and Market cap makes the Automotive industry far more complex, difficult and full of losses
The mobile phone industry is exactly like you described.
@@sean_hazexcept cars have a much lower profit margin. The iPhone has a 35-50% profit margin, but cars are closer to 10%
@@edupe6185 I believe apple is the exception not the rule. They have a very high profit margin but they're not the norm in the phone market.
This is a great video.. Sum up a decade of events in an 11 minute video, not a minute wasted
They probably figured that if they hire Foxconn or other manufacturers to manufacture their car, it wouldn't be profitable enough. They're very particular with having high profit margins on each product they sell, so I'm guessing the profit margins for a car wasn't enough. Take for example NIO, they make the software and designs in-house, but contract a manufacturer, like JAC Motors, to manufacture their NIO cars. Of course, JAC has to make a profit off each car to justify manufacturing one, and NIO has to profit off their car, too. What NIO gets is an expensive car they have to sell, but they can't make it too expensive, or no one will buy it. So they have to lower it to make it appealing, but they sacrifice on profit margins. Only Tesla right now has the highest profit margins on each car they sell, because they did not just vertically integrate their designs and software, but also the manufacturing of the cars themselves by owning their own factories. Apple could do the same as Tesla, by building their own factory, but that must've been too complicated for them to justify the initial investment costs associated with building their own factory from scratch, as they're used outsourcing to Foxconn. Maybe Apple will do the Apple TV way? We've heard of rumors about an Apple TV, not the box, for almost two decades now , and the rumors were high around 2010 - 2014. The reason Apple won't make a TV is because the TV market's profit margins is paper thin. Not worth it for Apple, so they made a TV box with Apple software in it, and sell it for $150. So maybe Apple will just partner with car brands to use their software for a fee.
Apple can hire as many experts as they like but without leadership and vision, there won't be any result. This is symptomatic with the shift from Jobs to Cook. From leadership to management.
Musk said in an interview that several years ago when Tesla was in the mist of its Model 3 nightmare, trying desperately to ramp up production while burning through its cash reserves, he reached out to Tim Cook to see if he would be interested in buying Tesla. Cook refused to take the call. I bet he wishes he hadn't decided so brashly.
Tim Cook did a great job after the death of Steve Jobs, but the innovation is lacking. They fired Steve Job’s innovation team after the death.
Apple makes proprietary computer products with proprietary software that traps it's users so Apple can charge high margins. Doing that involves hanging around in offices having meetings or zooming, contracting out computer production (iPhones/iPads/iMacs) to foreign countries with cheap labor, and writing user controlling software. Apple is a virtual business. But manufacturing vehicles is a real and serious business that is about making actual mechanical things that have to function since people's lives are at stake. Apple doesn't have the skills or corporate culture to do that. The best that Apple can hope for is to provide their software to actual vehicle manufacturers that forces Apple users to buy specific vehicle brands at a premium.
Apple is seeing its competitors are getting ahead and overshadowing their smartphones and electric cars markets. This feels like Macintosh & Newton early 90s era all over again.
But this time Steve Jobs is not going to be around to bail Apple out again. Actually, Bill Gates will not make the same mistake of bailing out Apple again like what happened in 1997.
@2:49 “they hired anyone they needed.. Porsche, Lamborghini, Audi.” So in other words, they talked to the Volkswagen auto group.
Exactly not one from electric ones too
great piece.
The fact that Apple were willing to roll the dice on the Vision Pro but don't see a future in EVs really speaks volumes about the reality of the EV market and where it is headed without government support.
This is what happens when you make a bean counter a ceo. CFO became the ceo.
You'd thought they would have learnt their lesson from the disaster of John Scully in the 1980s. But for some reason, we still pick losers to replace entrepreneurs, and call them CEOs. I wonder if we'll ever wake up to the fact that a tall guy with no imagination is precisely the wrong choice to lead a company (or anything for that matter)?
bean counter lol
Are you sure we are watching the same video? Because it's Apple that we are talking here not Boeing. The CEO of Apple has a degree in Industrial Engineering.
@@FizzyGajinggood point. But still wrong man for this job. They need someone with vision and doesn’t look like a corpse. But Tim Cook can never be charged because he was hand picked by Jobs.
@@FizzyGajing He still lacks any vision to take apple to the next step.
I have to admit, I never believed Apple was going to come out with a car.
Something is Wrong with large Tech Companies like Google,Apple,Meta and Microsoft if most of their new products over the past 10 years that where invented in-house didn't become market share success compared to their acquired New IPO companies or divisions or Tech division started by other co-founders.
"yang dikejar tak dapat, yang dikendong berciciran." Senang cerita tu apa yang berlaku dekat Projek Titan ni. Diorang letak ekspektasi terlampau tinggi sampai tak mampu diorang nak tangani 😅
I really don't see how the Vision Pro will replace the iPhone. They're both very different categories, meant for very different purposes even if they're meant for an Apple and iPhone customer. The Vision Pro will most likely be an extension of a computer than replace the iPhone. Just my 200 cents.
Apple: You want doors, sorry doors are not included, Customer: What size battery does it have, Apple: sorry !, umm we just derated it without telling you, Customer: what size did it have, that will cost you extra to know that, Customer: Excuse me there is no steering wheel but it does not have FSD, Apple: oh about that, the steering wheel is not included but we can add one in for a small fee of $9850, Customer: that seems expensive why, Apple: Because we can
Their management botch the project. They should have bought an EV startup and let them create the Apple car a decade ago.
Apple realised that self-driving technology wasn't ready yet, and didn't want to try create it themselves, so they shelved the project. As expected from the company that hasn't created anything new in the last 20 years.
They are waiting for folding until samsung and other companies to perfect it so that they can copy
How can vision pro replace iphone?
Ditch the Disturbing Music
I'd just want to see the successor to Vision Pro's Lightning XL and Lightning Max, a comical torso sized Lightning Extreme for a car
The cost of electric vehicles is significantly influenced by the expense of their batteries, which constitutes a major portion of the overall cost. This situation is further compounded by the near-monopoly that several Chinese companies hold over the battery industry, a dominance partly maintained through patents. This has made it challenging for many companies to reduce their production costs. Tesla serves as a prime example of this issue. Contrary to what some might expect, Tesla has approached BYD multiple times to outsource battery production but has been consistently turned down by BYD.
Apple would have charged more for a door handle than Tesla ever did. And you know you’d need to upgrade it within 3 years.
Basically: no entrepreneur left in the higher ranks of Apple, only all managers and beancounters.
Who are smart enough to know that the automobile industry is not profitable. Rarely does a startup succeed. Even take FCA for example- combined history of building vehicles for almost a hundred years - and they still haven’t figured out how to build one correctly.
I do think this will revisited in the future and I also think they should look into other forms of transportation like scooters and bikes and e bikes
As a former Apple enthusiast and a millennial born in the mid-90s (my primary devices are now all Huawei; I don't want to deal with the hassle anymore, plus some features are really thoughtful), I was deeply moved by how Steve Jobs' iPhone and MacBook Air changed the rules of consumer electronics. I was also captivated by the Zen-like, postmodern aesthetic of Apple products that offered a comfortable and serene experience, along with hidden yet exquisitely crafted functionalities. Of course, these qualities are fading now; the features are becoming bloated, the signal is routinely weak, and there's a lack of distinctiveness and the kind of beauty that once brought tranquility. However, before seeing this video, I had no idea of the extent of the chaos within Apple.
TLDR
This makes alot of sense as to why they shifted to AI and VR "Spatial Computing". This could actually be beneficial in 3 ways. 1.) Apple helps build better AI models for the infrastructure that maybe others in the industry are missing. 2.) Apple helps popularize VR which they're doing right now for the average consumer market which is going to focus more attention on VR and it's future as well as help build things in VR that are much needed with apples budget. 3.) Apple will be the reason VR becomes an at home, at work and on the go necessity to replace or even be another option other than using a smart phone, tablet, laptop, or tv. Oculus started it, Meta made it better and affordable, Valve improved on the possibilities, Apple can bring it home or maybe Valve might enter again wwith the deckard on the way.
Thank goodness. We don't need Apple CarCare to be a thing.
Sound editor: music should not bury the speaker. @5:32
The Apple car was never going to happen for the simple reason that Apple has no experience in manufacturing. They don't make any of the hardware they sell, and in order to sell cars they couldn't just outsource manufacturing to China. Some might say "well, what about Tesla? They had no experience in manufacturing either and they're doing okay." That's only because of the relentless drive of Elon Musk. And despite that, Tesla nearly went bankrupt trying to ramp the Model 3. Apple missed their one opportunity to get into the car business when Cook refused to take Musk's call at that time.
"should be as revolutionary as the iPhone" yeah, what could possibly go wrong?
Grandiosity is the right word to describe what's at the base of this failure. Or more precisely the intersection between incompetence and grandiosity. The notion that somehow apples software chops was going to allow them to build a vehicle in an area of technology in which they had no, and I do mean zero competence, manufacturing, or technical abilities was always at best a leap of wishful thinking. It's nice to see Tim Cook eat some Crow because he's been bragging about this for years. Anybody who knew anything about Vehicles knew this was a doomed project unless they hired Talent from somebody who actually knew how to make cars as opposed to watches and cell phones. The other screaming red flag was that they never produced a real prototype. What's particularly damning is that it took them 10 years to admit that they had no idea what they were doing. I wonder how many hundreds of millions of dollars that group chewed through chasing a fantasy?
More than 1 billion dollad per year since 2014...for total of 14 billion dollars
the intro music is killer ...
Mark my words "the vision pro can never replace the iphone"
that's actually crazy how the answer to the title is "tesla", and for the thumbnail they darken a pre face lift model s (before 2016 update) and add apple stickers to it
What's the name of the song at 5:16?
Trash by dumpster fire
@@SnarkyRC 🤡
@@SnarkyRC 🤡
video killed the apple car
Sora
Closer to the truth than you might think! Autonomy is being solved by video at Tesla.
Trying to preserve old technologies while revolutionizing with new technologies is like adding 4 brand new larger tires to your car while still trying to use the older ones because you believe you can still get some value out of them. And yes you would be right but at the same time. Those tires are just in the way and should be ditched preferably sooner than later
$3000 Goggles replacing your phone?!? What are they smoking
They are expecting them to come down in pricing as well as size.
The Chinese killed it
the yield rate for the lens of Vision Pro also a concern to catch up if mass order, never turn into CCP's manufactory
Apple doesn't manufacture anything, CCP did all the hardword for them. Apple really has to thank CCP for their profit.
Saying "the future of the car" is like saying "the future of coffee". Coffee is coffee and always will be.
Super informative
I like how Apple deliberately does not mention other brands in their interviews.
Pretentious much
It's so funny that people/companies think a VR/AR Headset might replace a smartphone. Are you going to run around outside with such a thing in your face? Me neither.
People with no self awareness will. Apple is banking on more of those people. lol
a 2010 technology headset to be exact
It'll get small enough to wear as Sunglasses. I'm sure its the future. It only takes one person to figure out the correct implementation and seal the deal
Only if some kind of non invasive neural interface gets popular where you don't really have to use your hands to text but your mind
@@JoshuaRotimi Google glass was small like sunglasses. They failed too.
They missed the Tesla boat! Maybe they should buy Rivian.
I am waiting for Temu to come up with a comparable VisionPro.
They should consider selling revolutionary organic fruits, they have the branding for that already.
Apple’s customers are what you would call “Organic Fruits.”
@@peteness9550😂😂😂😂😂😂
One of key factors is Apple failed to develope its viable high-level adas. A viable adas itself is worth $10s to 100s billions. If Apple has developed such a system after 10 years of R&D effort, Apple won't throw away the water with its golden baby adas.
Once they discovered theres a law that allows people to repair their own cars, they bailed.
As someone who's driven a Tesla since 2018 - for me, there's no going back. With incentives, there really isn't much (if any) price delta... folks just need to take the leap and be part of the transition.
@blakeaaron5698 One of the myths of American culture is the road movie. Travelling across America. Is that possible and practical in your Tesla?
Honestly, it kinda makes sense. Apple is the only one who hasn't anounced anything big AI related while Samsung is kinda dominating that field for the moment. Would have loved to see an Apple car, but the smartphone business is what prints money the easy way for them.
Smart Evs probably not the future
The amount of glue needed to hold the bonnet down probably blew the profit margins.
The automobile industry is undergoing a consoidation phase. New brands are entering the market, new features are being offered, prices are being slashed. Right now, the entire experience is overwhelming for the consumer. They do not know what features they will keep enjoying over the long term and which brands will deliver safety and reliability. As the dust settles, some brands will likely fail while those that survve the test of time will endure. If I want to jump into the bandwagon as an incumbent car maker, I would rather wait and see what the market is going to do in terms of consumer preference and demand before going all in.
Apple Thorium, Apple Fusion Stellarator, Apple ... The easiest thing is to throw money at it. The hardest to get know how, even if money can buy a lot.
Thank you
Even by 2017, there were serious players in these fields. In my humble opinion, NIO will ultimately be the "Apple" of the car world, building an apple-like community around their cars. Note: It was nice to see Google's Waymo efforts using a Jaguar..... there's a mark that I hope survives.
Tim Cook is the answer
Simple: The demand for EVs is not high enough when subsidies are removed.
Tesla lost about $9.7B before they became profitable and that was when: A) There wasn't really any competition = easier to sell & at a higher price B) Money was cheap to borrow in order to grow (not that Apple has this issue) A company like Apple with their brand, cash & talent didn't want to compete with Tesla after using $10B for nothing says everything. It's too late to catch up to Tesla at this point and what about autonomous vehicles? Tesla has already over 5.5m vehicles on the road collecting data to improve their FSD. They'll get additional ~~2m vehicles on the road this year while making a profit from selling them.
Succint and well explained, thanks.
What killed it? How about the fact that they never had a car nor were even close to making one. LOL