The amount of noise and seeming churn around this project is insane
We have been hearing for years now that Apple is working on its physical car. It’s been one of those rumors that have been around for a while and the longer the rumor has been around the more we started to learn about it. It has gone by many names but most widely known with codename “Titan” or “Apple car”. It is supposed to be Apple’s next big thing, an industry shaker apparently! Apple is one of the visionary innovators in the tech space, so, it would be no surprise if this car will be loaded with technology.
Over the years, whatever lessons “Design Gurus” have learned at Apple by experimenting with all the fancy phones, watches, computers and even buildings can now be applied to car designing. This could potentially result in delivering a premium car experience, a really nice design on the outside, super-premium material on the inside, and seamless integration with all the gadgets. Be warned, none of Apple’s gadgets is cheap or even moderately priced so the same can be expected from their upcoming product as well irrespective of whatever market it is catered for.
Apple has been working on an “electric car” project, for the last 7 years (2014 onwards). They started in 2014 with 1000 employees and since then this project has been under heavy industry scrutiny. However, in 2021 is when we are seeing substantial progress in making this rumor, a reality. Apple is seeking out manufacturing partners for its eventual launch. What we know so far is that Hundreds of Apple employees are working on developing self-driving Apple-branded car aimed at consumers which will be tightly integrated with iOS. It won’t be a ride-hailing service like Google’s Waymo, but a car for personal use.
A key part of Apple’s strategy is to make longer-lasting and cheaper batteries — the most expensive component of an electric car. Apple is trying to create a “monocell” design that will bulk up the individual battery cells and free up space inside the battery pack by removing pouches and modules that hold battery materials. This will allow for more active material in a smaller package. The battery technology has been described as “next level” and similar to “the first time you saw the iPhone.”
We also know that Self-driving software is being tested and Autonomous testing permit has been received from DMV.
The Apple Car project has seen multiple leadership changes and hundreds of employees have been laid off during the course of development to refocus its efforts on building Autonomous or Semi-Autonomous vehicle with all the fancy addons you might expect. For example, it has even applied for a patented technology that can alter the tint of car windows so the passengers can control how much those from the outside can see when they look in.
Apple may work with a manufacturing partner to produce these vehicles since it doesn’t have vehicle production manufacturing knowledge just as it relies on other companies to make iPhone. Apple has held discussions with Hyundai and other automobile manufacturers, and though there were rumors that Apple and Hyundai would ink a deal by March with a goal to start production in 2024, but looks like it may take longer for Apple to find a manufacturing partner.
Apple may also work with General Motors and European manufacturer PSA for subsequent models or in other markets. Apple’s “deep collaboration” with manufacturing partners will shorten Apple car development time.
So, the big question is when we will see Apple cars on the road?
Reuters and Apple analysts predict it could come as early as 2024 and as late as 2027! With pandemic ongoing, it could delay things because of supply chain issues. If Apple manages to overcome all these hurdles, the rewards could be staggering. Currently, Tesla is a market leader in the electric cars segment whose worth on paper is more than the seven top car companies combined. It recently joined the prestigious S&P 500 index funds and its stock price is rising every day. If Apple cuts into Tesla’s profits, it could temper Tesla’s share price and become a threat to legacy automakers. And with the age of mobility setting in- is it any wonder a giant of the tech industry also wants a piece of the EV pie?