The car project, dubbed Titan inside the company, has been in limbo for the past several months as Apple executives grappled with the reality that its vision for a fully autonomous vehicle — withou…
Apple Inc. has scaled back ambitious self-driving plans for its future electric vehicle and postponed the car’s target launch date by about a year to 2026, according to people with knowledge of the matter.
The latest changes underscore the challenge Apple faces in pushing into an entirely new product category and taking on technological obstacles that have bedeviled some of the world’s biggest companies. The secretive project, underway for years, is meant to provide Apple with another major moneymaker, but it also could test the limits of the iPhone maker’s capabilities.
It’s the latest strategy shift for the Apple car team, which has faced turnover in its executive ranks ever since its inception a decade ago. Current leader Kevin Lynch has aimed to bring more stability and a focus on practical goals after years of priority changes and even some layoffs. Having an onboard computer to handle automated tasks is similar to an approach used by other carmakers, including Tesla Inc. Apple, however, plans to differ from Tesla by using a combination of lidar and radar sensors, along with cameras. The setup helps the car determine its location, see driving lanes, and assess how far it is from other objects and people. Tesla relies on cameras, while Alphabet Inc.’s Waymo and others use a combination.
Apple had expected each car to sell for more than $120,000, but the company is now aiming to offer the vehicle to consumers for less than $100,000, according to the people. That would put it in roughly the same price range as the entry-level version of the Model S from Tesla and the EQS from Mercedes-Benz.
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