The Apple Car project, which consumed a significant portion of Apple's R&D budget, has come to an end. The project remained secretive, with very few people having seen the prototypes. This article explores what the Apple Car could have looked like and discusses the lack of focus and vision in Apple's approach. Additionally, it touches on the dominance of Tesla veterans in the battery business and the feasibility of the vehicle subscription model.
The Apple Car is finally dead. And for such a massively important project—one that ate nearly a fifth of Apple ’s R&D budget a decade ago and would've changed the company's trajectory forever—it's fascinating for how it died shrouded in mystery. Very few people outside Apple have ever even seen the prototypes, even today. Now we finally get a refresher on what it could've looked like, and maybe ' Apple Van' was a better name for it. That kicks off this Monday edition of Critical Materials.
Also on deck today: Tesla veterans still dominate the battery business, and can the vehicle subscription model ever work? 30%: Or The Apple Canoo, Even Now that the Apple Car is dead, my guess is plenty of ex- and even current Apple employees are coming out of the woodwork to leak details about it to the press. (If you yourself feel so inclined, don't be a stranger.) Last week Bloomberg had a nice deep-dive into what could've been, but it was also a lesson in Apple's lack of focus and vision for something way outside its core competenc
Apple Car R&D Prototypes Secrecy Focus Vision Tesla Battery Business Vehicle Subscription Model
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