Apple and the electric car: shattered dream or new strategy?

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It’s the end of an adventure: after 10 years of development, Apple has decided to abandon its electric car project, “Project Titan”.

It’s an abrupt end for the 2,000 employees working on this ambitious dream. Some will be reassigned to artificial intelligence projects, while others, sadly, will lose their jobs.

A project that has seen many twists and turns, with changes in management, key departures and persistent rumours of technical difficulties.

The future of electric mobility at Apple now seems uncertain. Will the Cupertino-based company concentrate on other technologies, such as artificial intelligence, or relaunch its project in the future?

Either way, it’s the end of the road for the automotive industry. The Apple Car was eagerly awaited by some, and its absence will leave a gap in the market.

It remains to be seen who will take advantage of this situation. Sony, with its Afeela brand, seems well placed to take the lead.

Time will tell whether Apple made the right choice in abandoning its electric car project. In the meantime, a new era is dawning for the automotive industry, one in which artificial intelligence and software will play an increasingly important role.

So, goodbye Apple Car? Not necessarily. But we’ll have to wait and see what form Apple’s next attempt to conquer the electric mobility market will take.

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