Charlie StrossFeb 27, 2024

Apple Cancels Work on Electric Car, Ending Decade long Effort

The most recent approach discussed internally was delaying a car release until 2028 and reducing self-driving specifications from Level 4 to Level 2+ technology.

Many employees on the car team — known as the Special Projects Group, or SPG — will be shifted to the artificial intelligence division

https://www.bloomberg.com/news/articles/2024-02-27/apple-cancels-work-on-electric-car-shifts-team-to-generative-ai

Apple to Wind Down Electric Car Effort After Decadelong Odyssey

Apple Inc. is canceling a decadelong effort to build an electric car, according to people with knowledge of the matter, abandoning one of the most ambitious projects in the history of the company.

Bloomberg
Show threadCharlie StrossFeb 27, 2024
It's a classic case of Christensen's "The Innovator's Dilemma". Also, it's REALLY HARD to make a breakout automobile. (Tesla almost did, but screwed the pooch with bad quality control, poor ergonomics, and toxic company culture.) And even if you do, Ford/GM/Toyota/VW will catch up within a decade and eat your lunch. It's why most auto startups seem to be hypercars with a 7-digit price tag—there's a ridiculous profit margin—but production volume is too tiny for Apple to touch.
Show threadThe Penguin of Evil

@cstross Tesla always I think understood that. Hence staying a tech bro luxury brand - even Elon could work out that the Chinese would eat the non-luxury market. Ford and GM always claimed it would be easier for them to learn tech than Tesla learn to make cars but they face a similar problem with China.

I am guessing cheap Chinese cars in Europe first, then lots of armwaving about tariffs then China building car factories in Europe to keep everyone happy, just like the Japanese in the 1980s

Feb 27, 2024 at 10:02pmWeb