What Tim Apple needs is not vision pro or car, but to announce a non-trivia Siri AI assistant that manages my iPhone and operates every app in response to my voice/gesture commands.
Yes. Will never update my iphone unless they announce something like this. Unless of course, someone makes a jailbreak tweak first, which i must say, i've been hoping for.
TESLA is ALREADY "the Apple" of cars for over 20 years. Their software is even more revolutionary than Apple's. Drive any Tesla built since 2017 and you WILL BE mind blown!!
It doesn't surprise me I think being a auto maker is a way bigger business than Apple could handle. I think Apple could still be a car software company selling tech to established auto maker. Apple biggest issue there is they have no experience working with other companies on products they have done what they want how they wanted, they would need to learn to be a partner. That is an area MS has been a part of since their beginning working with IBM and many others since then.
They are ever heard of apple car play which somepeople swearby? Which Google even is working with car makers to use their OS in cars apple could do that and ruin Google's plans...
Actually that default system in most cars that you use instead of Apple Car Play or Google Autor Play is an basic Google developed OS. I forget the name of it but I actually prefer it to Apple Car Play it is smaller has all the feature I use, plus if I forget my iPhone it still works. For awhile I was using Apple Car Play and my data usage on my iPhone shot up like crazy so I went back to the basic OS in my car.
Good video! From my knowledge though, an estimated 5000 People worked on the car. That email (to me) sounds more like: „So we basically got the car done. You 2000 go work on AI now, the other 3000 continue do the rest of it“. A really basic situation in companies as big as apple
This is a good decision on their part since the car industry is going to be part of a major shakeup in the next 10 years that will likely see some well known brands fail. I’m sure they learned a lot from the 10 years of Titan project. Instead of building cars of their own, Apple should look at being a supplier of the car interface for other brands. If they wanted to salvage the R&D they put into it already, I would suggest they license their car OS and UIX plan to other auto manufacturers.
I agree this is is a good idea, might be hard to get car manufacturers on board with it though because car manufacturers will feel like their car isn’t “unique” if it runs the same OS everyone other one does
@@Shaggii_ Good point. I think the work around to that would be white listing where it looks like it’s their OS but it’s powered by Apple. Additionally, as a car OS car manufacturers could build apps that go on top of the OS like an iPhone of ipad. This way they only have to invest in the apps that make their care unique.
It seems the trade war between the US and China also significantly affects the Apple car cancellation decision. The tariff and consumer preferences made Apple difficult to justify the Titan project. Tesla has its own assembly factory in the US, while Apple is only used to outsourcing the work from its Asian partners
Also, when people think of AI, they always think of photo/video generators and Large Language Models like ChatGPT. Machine Learning is something people don‘t think of. Imagine your iPhone/Mac/Watch or really anything apple without machine learning. They were not hit with AI revolution. They’ve been industry leaders in AI for like 10 years.
The Apple Car is dead, but the Apple passenger AirDrone is coming with Siri’s brother Daniel as the AI autopilot. It will be so easy even a caveman can sit back and relax.
It might have been anything car tech related. A car would have been expensive but the development would have developed lots of potential projects as spin offs. Plus with China overtaking everyone including Tesla it would have been a hard battle.
As someone in the auto industry it seems to me that people, in general, that can afford a BEV don’t want them and the people that want them can’t afford them.
I think it’s much more likely that Apple realized they missed the market potential. 100% actually self driving cars already exists and is being used by thousands of consumers every day. Realistically, the only hurdle is regulation. Even if Apple absolutely perfected the AI and software today, it would be far past mainstream by the time they had the infrastructure needed to ship their first car.
Another reason Apple probably dropped the Apple car was the EV market in America suddenly imploded over the last year. Tesla and China are fine but the all OEM companies recently did a 180 and terminated all their EV production plans. GM and Ford’s EV plans are in tatters.
I think they figured out that a car is really difficult to design and build, and that the profit margin is really low. There is the possibility that Car Play will expand to include an auto operating system that a manufacturer could buy off the shelf. Google is working on somthing similar.
Apple can afford to do AI and car. What they realized is that the real value of car is self driving technology and also that they were massively behind in ability to develop.
Apple has tonnes of patents related to Project Titan. Apple will likely recoup significant money from licensing their auto IP. Apple's vision is way beyond CarPlay 2.0.
good vid. I'm happy with my Tesla 2023 MYLR, and cannot imagine spending more (about 45,000 USD after tax rebate) for any car than I did for it. The high-end EV field is filled with contenders and pretenders, and the margins will go down for the Tesla's and BYD's as lower priced models begin to reach the market, and I just can't see Tim's Apple being interested in producing high-cost, low margin products. As you said, it is much more likely that there will be an "Apple Bot" for the home or "Apple Chat" enhancement of Siri.
I never thought the project was tenable to begin with. Nobody really wants an electric car and they’re far too expensive. All the car manufacturers are cutting back plans on their electric cars, some of them even thinking of bringing back hybrids. Margins for cars are also thin, so I don’t think this was a market Apple should have entered at all. Be content selling CarPlay.
The other reason that Apple may not want to continue with the car project is that one of their major manufacturing contractors - The Taiwan Hon HaiI is actually making their own electric car. I think Apple may not be getting the manufacturing resources from Hon Hai due to conflict of interesting. On the other hand, I think AI would generate more opportunity and value to Apple than the Apple Car. Instead of working on its own car, Apple can actually make the Apple Car Play an important feature that can be sold to car companies who manufactured electric car.
Actually 2,000 people is quite a tiny workforce, if you want to develop a car from scratch. A better way would have been working with an established car manufacturer. You do not need to reinvent the wheel on your own.
But yet, all is not lost. I think a Japanese car company or the Hyundai/Kia group may be quietly "kicking the tires" to see whether the technology Apple developed could be used on their own models. A future Hyundai Ioniq or Kia EVx model using Apple Car technology may not be a far-fetched proposition.
I think it’s a lot more simple than this. The simple fact is EV‘s don’t work and they’re not gonna work for a very long time they need a better power source. The power source commonly comes from slave labor, and a whole bunch of bad stuff. All you have to do is check out how well they do in the cold. And the spontaneous combustion thing. 5:51
6:55 Apple caught unaware by the AI boom? oh yeah, pretty obvious when you try to use Siri for most things. Also, Apple ran off the engineers (the M1 team who designed much of the M1, M2 and M3 chips) that could have helped them develop their own server class hardware for AI. Worked out well enough for that team, they are designing new kick-butt SnapDragons now. I guess Apple will be reduced to either buying H100s or renting TPU time from the likes of Tesla to do their ML training.... Tim is good at keeping the supply lanes open and the revenue up but even though he is undoubtedly a logistics genius he isn't very consistent in his understanding of tech.
There was never a chance I was going to buy one .. more important to me is that Tesla won’t add apple carplay .. they can keep this hunk-o-batteries…. Google better step it up on Vision Pro or I’ll be saying the same to them soon.
Why don't they buy the EV company Canoo? Canoo has already done R&D and their products design and cost per unit is in line with Apple's philosophy. Canoo just needs the funding to scale up to full production.
Tesla make everyday more difficult to compete with them, they are obsessed with making more efficient the production of the car, making it cheaper every time, the already achieve making a car every 30 secs when the industry standard is 1 min, and Tesla is focusing on releasing a new car every couple of seconds. They are working even on how to cool materials faster, how to make seats in one piece, reducing copper harness, reducing weight and cost, and so on. Legacy automakers can just keep up, they release an electric car, very expensive, with old tech, bad range.
This makes what Elon Musk has done with Tesla and SpaceX amazing. I knew Apple has been coasting on Steve Job's smart phone and not much else... Apple buying Tesla at one time would not have saved Tesla without Elon Musk.
Tesla model S plaid with FSD and white seats is over $100,000 and there is plenty of them so I am not sure the price is much of an issue here. People would have bought Apple cars, no doubt of that in my mind.
I think this is a good call for Apple, the future of e-car is not so bright consider that so many cheap knock off e-car from China, the profit and market is miserable, better to relocate the resource on other better projects.
I don;t believe the project is really dead. I think Apple understood that A.I would be the most important part of the car and that the AI wasn't ready. They will keep working on the AI until they have self-driving working in a simulator.
Apple couldn’t make a good cheap Apple car. So the project was ended. The Apple car projected cost was $300,000. Apple targets costs affordable for 80% of people. The Apple car is too expensive for mass production.
EVs are going the way of the PC or laptops as barebone gadgets. A computer, a battery, a motor and wheels with massive depreciations thanks to upgrades, new versions, new screen, CPU capabilities, etc... Who would want to buy a car that will need to be replaced as often as a laptop for min 30K but realistically 50K+. Competition is coming from Asia and good luck competing outside the very high end. The time where you could buy a car, keep it 15 years and fix it easily yourself is over... once that battery, motherboard or module inside it is toast, there will not be spare parts in a few years.
I think they recognize that the current trajectory for electric cars is FAILING! There is no clear strategy for massive numbers of electric cars on the road!
Shame they didn't cancel their VR headset too before they wasted Billions on it ! Steve Jobs Never would have approved it, he was famous for rejecting concepts which fundamentally didn't work ! Its why Apple is the success it is today, how times have changed !
Steve jobs is dead... To be honest all apple needed to do is go to a bispoc car maker and work with them to make a million USD car that is all the tech and luxury and ProFormance... Make the best car that would have been pure profit to apple and been a halo product apple needs and does not have... That is all Tim Apple needed to do to fulfill Steve's last dream project for apple.
If 2000 apple experts were working on the project and - including external ressources and material - you estimate 1 mio. $ per year and emoyee, it‘s more like 20 Bio. $ in 10 years. But nontheless peanuts for apple 🥜
Ok i’ll say it Every and each point you have on why selling cars is difficult for apple is just pure stupid A decade and most likely billions spent on it , don’t you think they already thought about it? Like cars are big, shipping them is difficult you fit people inside The retails are used to sell phone but cars? I don’t know but you like to talk a lot.
Apple’s focused on the next mode of transit… Apple iFlight: Where we’re going we don’t need roads.
Haha you are saying that Apple will enter the plane market next.
@on_tech441 not planes…. Personal propulsion devices.
Apple Jetpack gonna be crazyyyy 🔥🔥
@@SmartLightDimwit that will be really interesting if Apple join that market
What Tim Apple needs is not vision pro or car, but to announce a non-trivia Siri AI assistant that manages my iPhone and operates every app in response to my voice/gesture commands.
No .. the Vision Pro is all in Apple’s wheelhouse .. the car .. no.
Yes. Will never update my iphone unless they announce something like this. Unless of course, someone makes a jailbreak tweak first, which i must say, i've been hoping for.
iOS 18 is rumored to have a rebuilt siri
Why can't we decide on a name for the Siri AI assistent ourselves, like Gandalf or whatever? Siri does not sound right.
You do realize what you speak of, is coming really really soon right? ios18... You should be very happy.
Thanks for sharing. I enjoyed your thoughts. Blessings on your day!
TESLA is ALREADY "the Apple" of cars for over 20 years. Their software is even more revolutionary than Apple's. Drive any Tesla built since 2017 and you WILL BE mind blown!!
It doesn't surprise me I think being a auto maker is a way bigger business than Apple could handle. I think Apple could still be a car software company selling tech to established auto maker. Apple biggest issue there is they have no experience working with other companies on products they have done what they want how they wanted, they would need to learn to be a partner. That is an area MS has been a part of since their beginning working with IBM and many others since then.
Yes a car software company would be a better fit and would’ve opened the entire market rather than a small segment.
They are ever heard of apple car play which somepeople swearby? Which Google even is working with car makers to use their OS in cars apple could do that and ruin Google's plans...
Actually that default system in most cars that you use instead of Apple Car Play or Google Autor Play is an basic Google developed OS. I forget the name of it but I actually prefer it to Apple Car Play it is smaller has all the feature I use, plus if I forget my iPhone it still works. For awhile I was using Apple Car Play and my data usage on my iPhone shot up like crazy so I went back to the basic OS in my car.
What I really think it was is that they couldn’t make it really really great. So they’re just going to sunset it for now.
Could this also have something to do with Weibao Wang former engineer whole stole NDI secrets and fled over to China?
Good video! From my knowledge though, an estimated 5000 People worked on the car. That email (to me) sounds more like: „So we basically got the car done. You 2000 go work on AI now, the other 3000 continue do the rest of it“. A really basic situation in companies as big as apple
APPLE IS THE NEXT NOKIA
This is a good decision on their part since the car industry is going to be part of a major shakeup in the next 10 years that will likely see some well known brands fail. I’m sure they learned a lot from the 10 years of Titan project. Instead of building cars of their own, Apple should look at being a supplier of the car interface for other brands. If they wanted to salvage the R&D they put into it already, I would suggest they license their car OS and UIX plan to other auto manufacturers.
I agree this is is a good idea, might be hard to get car manufacturers on board with it though because car manufacturers will feel like their car isn’t “unique” if it runs the same OS everyone other one does
@@Shaggii_ Good point. I think the work around to that would be white listing where it looks like it’s their OS but it’s powered by Apple. Additionally, as a car OS car manufacturers could build apps that go on top of the OS like an iPhone of ipad. This way they only have to invest in the apps that make their care unique.
Apple has been doing AI for years. They bout over 23 AI companies
Too bad. Apple could have been important to push the ev industry more.
It seems the trade war between the US and China also significantly affects the Apple car cancellation decision.
The tariff and consumer preferences made Apple difficult to justify the Titan project. Tesla has its own assembly factory in the US, while Apple is only used to outsourcing the work from its Asian partners
Also, when people think of AI, they always think of photo/video generators and Large Language Models like ChatGPT. Machine Learning is something people don‘t think of. Imagine your iPhone/Mac/Watch or really anything apple without machine learning. They were not hit with AI revolution. They’ve been industry leaders in AI for like 10 years.
The Apple Car is dead, but the Apple passenger AirDrone is coming with Siri’s brother Daniel as the AI autopilot. It will be so easy even a caveman can sit back and relax.
Apple car woul cost consumer $500k based on their iPhone prices.
Great commentary
The will of making an electric car already shifted the market.
I think there was no Apple Car. I think Project Titan was just CarPlay 2.0
It might have been anything car tech related. A car would have been expensive but the development would have developed lots of potential projects as spin offs. Plus with China overtaking everyone including Tesla it would have been a hard battle.
As someone in the auto industry it seems to me that people, in general, that can afford a BEV don’t want them and the people that want them can’t afford them.
I think it’s much more likely that Apple realized they missed the market potential. 100% actually self driving cars already exists and is being used by thousands of consumers every day. Realistically, the only hurdle is regulation. Even if Apple absolutely perfected the AI and software today, it would be far past mainstream by the time they had the infrastructure needed to ship their first car.
Great video
Another reason Apple probably dropped the Apple car was the EV market in America suddenly imploded over the last year. Tesla and China are fine but the all OEM companies recently did a 180 and terminated all their EV production plans. GM and Ford’s EV plans are in tatters.
Back to emitting greenhouse gas ⛽️
I think they figured out that a car is really difficult to design and build, and that the profit margin is really low. There is the possibility that Car Play will expand to include an auto operating system that a manufacturer could buy off the shelf. Google is working on somthing similar.
Meh, the car was going to be outdated the second the Apple Telepoter got released.
Apple can afford to do AI and car. What they realized is that the real value of car is self driving technology and also that they were massively behind in ability to develop.
Apple has tonnes of patents related to Project Titan. Apple will likely recoup significant money from licensing their auto IP. Apple's vision is way beyond CarPlay 2.0.
BYD, Tesla, there a lot o competition out there.
Could you imagine what apple would charge for a car? If a vr headset cost 3500+ car would be 500k easy
The ideal Apple car is already made by others, it is called the Aptera.
good vid. I'm happy with my Tesla 2023 MYLR, and cannot imagine spending more (about 45,000 USD after tax rebate) for any car than I did for it. The high-end EV field is filled with contenders and pretenders, and the margins will go down for the Tesla's and BYD's as lower priced models begin to reach the market, and I just can't see Tim's Apple being interested in producing high-cost, low margin products. As you said, it is much more likely that there will be an "Apple Bot" for the home or "Apple Chat" enhancement of Siri.
Apple is working on iTeleportation Devices
So why did they even try ? They knew they couldn’t do it.
After first prototype drive they could not charge it becouse of charging port mounted under the floor.
I never thought the project was tenable to begin with. Nobody really wants an electric car and they’re far too expensive. All the car manufacturers are cutting back plans on their electric cars, some of them even thinking of bringing back hybrids. Margins for cars are also thin, so I don’t think this was a market Apple should have entered at all. Be content selling CarPlay.
The other reason that Apple may not want to continue with the car project is that one of their major manufacturing contractors - The Taiwan Hon HaiI is actually making their own electric car. I think Apple may not be getting the manufacturing resources from Hon Hai due to conflict of interesting. On the other hand, I think AI would generate more opportunity and value to Apple than the Apple Car. Instead of working on its own car, Apple can actually make the Apple Car Play an important feature that can be sold to car companies who manufactured electric car.
Actually 2,000 people is quite a tiny workforce, if you want to develop a car from scratch. A better way would have been working with an established car manufacturer. You do not need to reinvent the wheel on your own.
I don't think so 10 years they didn't think of this?
10 whole years?
But yet, all is not lost. I think a Japanese car company or the Hyundai/Kia group may be quietly "kicking the tires" to see whether the technology Apple developed could be used on their own models. A future Hyundai Ioniq or Kia EVx model using Apple Car technology may not be a far-fetched proposition.
Why doesn’t Apple partner with lucid their soft ware would be a good competitor to Tesla
I think it’s a lot more simple than this. The simple fact is EV‘s don’t work and they’re not gonna work for a very long time they need a better power source. The power source commonly comes from slave labor, and a whole bunch of bad stuff. All you have to do is check out how well they do in the cold. And the spontaneous combustion thing. 5:51
6:55 Apple caught unaware by the AI boom? oh yeah, pretty obvious when you try to use Siri for most things. Also, Apple ran off the engineers (the M1 team who designed much of the M1, M2 and M3 chips) that could have helped them develop their own server class hardware for AI. Worked out well enough for that team, they are designing new kick-butt SnapDragons now. I guess Apple will be reduced to either buying H100s or renting TPU time from the likes of Tesla to do their ML training.... Tim is good at keeping the supply lanes open and the revenue up but even though he is undoubtedly a logistics genius he isn't very consistent in his understanding of tech.
Was it a bluff to begin with.?
2,000 employees working on it is an expensive bluff
There was never a chance I was going to buy one .. more important to me is that Tesla won’t add apple carplay .. they can keep this hunk-o-batteries…. Google better step it up on Vision Pro or I’ll be saying the same to them soon.
Why don't they buy the EV company Canoo? Canoo has already done R&D and their products design and cost per unit is in line with Apple's philosophy. Canoo just needs the funding to scale up to full production.
Tesla make everyday more difficult to compete with them, they are obsessed with making more efficient the production of the car, making it cheaper every time, the already achieve making a car every 30 secs when the industry standard is 1 min, and Tesla is focusing on releasing a new car every couple of seconds. They are working even on how to cool materials faster, how to make seats in one piece, reducing copper harness, reducing weight and cost, and so on. Legacy automakers can just keep up, they release an electric car, very expensive, with old tech, bad range.
This makes what Elon Musk has done with Tesla and SpaceX amazing. I knew Apple has been coasting on Steve Job's smart phone and not much else... Apple buying Tesla at one time would not have saved Tesla without Elon Musk.
Tesla model S plaid with FSD and white seats is over $100,000 and there is plenty of them so I am not sure the price is much of an issue here. People would have bought Apple cars, no doubt of that in my mind.
I think this is a good call for Apple, the future of e-car is not so bright consider that so many cheap knock off e-car from China, the profit and market is miserable, better to relocate the resource on other better projects.
Teslas are "slightly" autonomous? No, FSD is almost there. Probably a huge reason why Apple gave up.
Yes, so much. Yes, the Apple calls canceled. Yes
How could Apple make a paper packaging for car?
If electric vehicles are used all over the world, what will the American oil company do? 😂😂😂
The Microsoft car crashes every time you open windows.
I don;t believe the project is really dead. I think Apple understood that A.I would be the most important part of the car and that the AI wasn't ready. They will keep working on the AI until they have self-driving working in a simulator.
Why not buy out Rivian or Lucid? These two companies can use Apple cash.
Aptera is a unique non self driving concept that could scale and Apple coulda just bought them out and helped that EV move forward.
Tesla took a page from Apple. A year or two ago, Tesla stopped including a charging connector with each car...
Petrol？😂😂😂
Apple need to get their ass back to EV, then build Apple Robot Pro, UfO and real Vision Pro like ready player one game mode etc
I see this as a win. They need everything and everyone that they can get to invest into their AI, which is getting much more important now.
Could this also have something to do with Weibao Wang former engineer whole stole NDI secrets and fled over to China?
Ev market is dwindling right now a very bad time to start a new car ,market is bad they would fail .
Apple bike then?
Your 3rd reason is THE reason.
Maybe Apple can buy Rivian?
They wasted a lot of man hours, wasted a lot of time, they see the future of electric cars, and cut there losses. Next will be the Vision Pro.
You can spend $100,000 a pickup truck today and more for a luxury car.
And the pickup truck can pay for itself for what it can do.
Apple should make a TV. not Apple TV device but actual big screen tv. Better than Vision Pro and more in their wheelhouse than a freakin car
Apple couldn’t make a good cheap Apple car. So the project was ended. The Apple car projected cost was $300,000. Apple targets costs affordable for 80% of people. The Apple car is too expensive for mass production.
They could improve CarPlay… ijs
Carbridge tweak fixes carplay, to some degree.
Self driving is type of ai.
Ai bubble is so nub
Maybe it’s because Apple couldn’t possibly reach its carbon neutrality goal if the company kept pushing this car thing.
You could have squeezed this video into 5 minutes.
You must be new to UA-cam.
Hot off the press
EVs are going the way of the PC or laptops as barebone gadgets. A computer, a battery, a motor and wheels with massive depreciations thanks to upgrades, new versions, new screen, CPU capabilities, etc... Who would want to buy a car that will need to be replaced as often as a laptop for min 30K but realistically 50K+. Competition is coming from Asia and good luck competing outside the very high end. The time where you could buy a car, keep it 15 years and fix it easily yourself is over... once that battery, motherboard or module inside it is toast, there will not be spare parts in a few years.
😮😢
If only EVs was still growing and not descending…then this video would totally the same…but different 😂🤷🏾♂️
Ha ha ha! HaHA HA! I CALLED IT😅❤
I think they recognize that the current trajectory for electric cars is FAILING! There is no clear strategy for massive numbers of electric cars on the road!
Shame they didn't cancel their VR headset too before they wasted Billions on it ! Steve Jobs Never would have approved it, he was famous for rejecting concepts which fundamentally didn't work ! Its why Apple is the success it is today, how times have changed !
Steve jobs is dead... To be honest all apple needed to do is go to a bispoc car maker and work with them to make a million USD car that is all the tech and luxury and ProFormance... Make the best car that would have been pure profit to apple and been a halo product apple needs and does not have... That is all Tim Apple needed to do to fulfill Steve's last dream project for apple.
useless product. they make $100B in 3 months. how much did they spent on this project? 2, 3, 5 billions. Day's worth of profits
If 2000 apple experts were working on the project and - including external ressources and material - you estimate 1 mio. $ per year and emoyee, it‘s more like 20 Bio. $ in 10 years.
But nontheless peanuts for apple 🥜
Apple going to crash good company to short .
What would it have even changed answer nothing.
Xiaomi car is better
Ok i’ll say it
Every and each point you have on why selling cars is difficult for apple is just pure stupid
A decade and most likely billions spent on it , don’t you think they already thought about it?
Like cars are big, shipping them is difficult you fit people inside
The retails are used to sell phone but cars?
I don’t know but you like to talk a lot.
We already have apple car called tesla
Rıvian bul projeckt❤
They should make an Apple Dildo. It's more representative of the company.