Project Titan, which started in 2014, has experienced numerous delays, management changes, layoffs and strategic shifts over the years. Apple vice president Kevin Lynch oversaw the project in 2021, but the company continues to face challenges, according to reports Bloomberg.

A long-suffering project

Initially, Apple tried to create a level five autopilot system that would enable fully autonomous driving, but these ambitions have now diminished somewhat. The new strategy emerged as a result of workshops attended by Apple’s board of directors, CEO Tim Cook and project manager Kevin Lynch. The decision was made after months of pressure from the board regarding the progress of the project.

According to the new plan, Apple’s electric car will be equipped driver assistance system level 2+It corresponds to the capabilities of Tesla electric cars. As such, Apple has moved away from its previous goal of achieving Level 3 Autopilot by the end of 2026, focusing on more traditional driver-assistance technologies.

Uncertainty surrounding the Titan project led to the departure in 2021 of former boss Doug Field, who reportedly had doubts about officially confirming the car’s launch. While the current plan is optimistic, some Apple executives are skeptical and question its potential profitability compared to iPhone markets.

Still, Apple aims to position its electric car, which costs around $100,000, as a Tesla-like product in the competitive electric car industry. The company plans to make the car stand out with its stylish design, advanced security systems and unique user interface.

It remains to be seen whether Apple’s revised approach will be successful, but company executives hope it will finally bring Project Titan to life.