In a recent in-depth report by Bloomberg, Apple’s decade-long attempt at creating an electric vehicle is detailed, shedding light on the challenges and setbacks the company faced. The project, which was reportedly canceled last week, was described as a “failure” due to indecision and the difficulties of achieving its ambitious self-driving goals. The report also reveals that Apple considered acquiring Tesla, partnering with Mercedes-Benz, BMW, Ford, Volkswagen, McLaren, and other automakers. Overall, this article provides fascinating insight into Apple’s ambitious but ultimately unsuccessful venture into the world of electric vehicles.
Background
Last week, Bloomberg published an in-depth report on Apple’s ambitious decade-long attempt at creating an electric vehicle. Unfortunately, the project was ultimately canceled after facing numerous challenges and setbacks. This comprehensive article will delve into the details of Apple’s electric vehicle project, discussing various aspects such as the prototype, considerations of acquiring Tesla, partnerships and acquisitions with automakers, failure and indecision, as well as employee layoffs and cancellations.
The Prototype
The 2020 prototype of Apple’s electric vehicle was described as a white minivan with rounded sides, an all-glass roof, sliding doors, and whitewall tires. It drew inspiration from the iconic Volkswagen microbus of the flower-power era. Designed to comfortably seat four people, the vehicle boasted an array of impressive features. It was envisioned to have a giant TV screen, a powerful audio system, and windows that adjusted their own tint. The interior of the car would have delighted passengers with its club seating, akin to private planes, and the ability to transform seats into recliners with footrests.
Consideration of Acquiring Tesla
As Apple sought to bolster its electric vehicle efforts, it considered acquiring Tesla. At the time, Tesla’s success was uncertain, and its value was a fraction of what it is today. Adrian Perica, Apple’s head of corporate development, engaged in a series of discussions with Elon Musk. However, Apple’s CEO Tim Cook decided to shut down the deal in its early stages, despite the potential benefits.
Partnerships and Acquisitions with Automakers
Apple explored potential partnerships and acquisitions with several automakers, including Mercedes-Benz, BMW, Ford, Volkswagen, and McLaren, among others. The company actively engaged in discussions with Mercedes-Benz, envisioning a partnership where Mercedes would manufacture Apple’s vehicle while also incorporating Apple’s self-driving platform and user interface into their own cars. However, Apple eventually withdrew from the agreement, as the early work on the project gave its executives confidence in their ability to build a car independently.
Failure and Indecision
Despite its ambitious goals, Apple’s electric vehicle project ultimately failed to realize its original vision. The company faced significant technical challenges in achieving its self-driving objectives, as well as the economic realities of the highly competitive automaking industry. However, the report also highlighted a lack of decisive decision-making at the highest levels of the company, which contributed to the project’s failure.
Cancellations and Layoffs
The cancellation of Apple’s electric vehicle project was announced to employees by Apple’s COO Jeff Williams and Apple Car chief Kevin Lynch. The meeting lasted approximately 12 minutes, during which they thanked the staff for their work before addressing the reorganization and layoffs. Some employees were offered opportunities to transfer to other divisions within Apple, such as the AI division or software engineering. Unfortunately, a significant portion of the team was left without a job. Hardware engineers had the chance to apply for roles in other groups, but not all of them could be accommodated. Car-specific engineers, test track technicians, self-driving car testers, and automotive safety experts were informed of their severance packages. Furthermore, Apple has plans to sell the Arizona track associated with the project.
Steve Jobs’ Involvement
The report also shed light on the early stages of Apple’s vehicle project and revealed that the idea was initially raised by the late Steve Jobs himself. His visionary thinking set in motion the company’s exploration of building a vehicle.
Jay Leno’s Garage
During the development of Apple’s electric vehicle, some Apple employees had the opportunity to visit Jay Leno’s garage and explore his extensive car collection. This experience likely provided inspiration and insights into the automotive world.
Additional Details
For more detailed information on Apple’s electric vehicle project, Bloomberg’s full report is highly recommended. It provides a comprehensive account of the project’s various aspects, challenges, and outcomes. Additionally, MacRumors has also shared a recap of the project for those interested in a concise overview.
In conclusion, Apple’s decade-long journey to create an electric vehicle ended in failure, with the project being ultimately canceled. Despite the impressive prototype, considerations of acquiring Tesla, and discussions with automakers, Apple faced insurmountable challenges. The lack of decision-making and the complexity of self-driving goals played significant roles in the project’s downfall. However, Apple made efforts to support its employees during the reorganization and layoffs, offering opportunities for transfers and providing severance packages. This chapter in Apple’s history will undoubtedly leave a lasting impact on the company’s ambitions and pursuits.
