Apple Discontinues Decade-Long EV Project 'Titan,' Pivots Workforce to AI Division

Apple has officially discontinued its long-rumored autonomous electric vehicle initiative, internally known as "Project Titan," following nearly a decade of development. The decision was communicated to the more than 2,000 employees working on the project, with the company planning to redeploy a significant number of staff to its growing artificial intelligence and generative AI divisions.

Industry analysts view the move as a pivotal strategic shift for Apple, signaling a de-prioritization of its ambitious automotive ambitions in favor of focusing resources on core AI technologies. In a statement, Apple indicated that the cancellation reflects both the challenging economic environment and the immense technical complexity within the autonomous vehicle sector.

Experts believe this strategic pivot aligns Apple with broader industry trends, as major tech companies increasingly concentrate investments on generative AI, robotics, and machine intelligence, areas perceived to have clearer near-term pathways to growth than capital-intensive automotive manufacturing.