Apple shelves decade-long electric vehicle project

Apple has decided to discontinue its electric vehicle programme, ending a lengthy development effort that had consumed considerable resources and attracted top engineering talent. Project Titan, which began more than a decade ago, represented one of the company's most ambitious hardware ventures beyond its core consumer electronics business.

The decision to wind down the initiative comes after years of substantial investment and aggressive recruitment of automotive and engineering specialists. Despite the company's financial commitment and efforts to build a dedicated team, Apple determined that the project no longer aligned with its strategic priorities.

The move reflects the complex challenges involved in entering the automotive sector, an industry characterised by high capital requirements, long development cycles, and established competition. Apple's departure from the electric vehicle market underscores the difficulties faced even by well-resourced technology companies seeking to expand into new hardware categories.

The company has not publicly outlined whether technologies or learnings from Project Titan will be integrated into other product lines. The decision leaves the electric vehicle sector predominantly dominated by established manufacturers and dedicated EV startups, with limited participation from major technology firms.