Report: Apple’s automotive ambitions are more modest


It's been rumored for some time that Apple has shifted and refocused its automotive ambitions. No longer looking to build its own line of vehicles, the company is rumored to be working on systems that could make a car autonomous.

The New York Times offers some details of what may have caused this shift in strategy.

The New York Times:

But the car project ran into trouble, said the five people familiar with it, dogged by its size and by the lack of a clearly defined vision of what Apple wanted in a vehicle. Team members complained of shifting priorities and arbitrary or unrealistic deadlines.

There was disagreement about whether Apple should develop a fully autonomous vehicle or a semiautonomous car that could drive itself for stretches but allow the driver to retake control.