Report: Apple continues to shift away from its own car


Bloomberg:

New leadership of the initiative, known internally as Project Titan, has re-focused on developing an autonomous driving system that gives Apple flexibility to either partner with existing carmakers, or return to designing its own vehicle in the future, the people also said. Apple has kept staff numbers in the team steady by hiring people to help with the new focus, according to another person.

The report says Apple's leadership has set an internal deadline of late next year to demonstrate the feasibility of a product.

So-called Project Titan has reportedly swelled to 1,000 people and likely absorbed sizable R&D funds. To pivot suggests things have not be going well for Apple's project. It seems a challenging time right now for someone like Apple to enter an emerging sector of the auto industry while well-established players are too racing to compete.