Apple drops plans to build its own self-driving car

Apple has reportedly torn up its plans to build a self-driving car.

Apple drops plans to build its own self-driving car

Hundreds of members of the team working on Apple's self-driving car, under the codename Project Titan, have left or been let go and its leadership is pursuing a new direction.

According to Bloomberg, the new leadership of the initiative has re-focused on developing an autonomous driving system that gives Apple flexibility to either partner with existing carmakers, or return to designing its own vehicle in the future.

Apple executives have given the car team a deadline of late next year to prove the feasibility of the self-driving system and decide on a final direction.

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
How easyJet transformed customer data into emotional anniversary stories
Shares0
Share

1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

Just published

More