What were the factors behind the failure of Apple's acquisition of Tesla, whose self-driving car development project collapsed?
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It has been reported that ``Project Titan'' , a unique automobile development project that Apple has been pursuing for more than 10 years, has been cancelled. In this project, Apple was once considering acquiring Tesla, an electric vehicle (EV) manufacturer, but for some reason the acquisition plan has stalled.
Behind Apple's Doomed Car Project: False Starts and Wrong Turns - The New York Times
https://www.nytimes.com/2024/02/28/technology/behind-the-apple-car-dead.html
NYT: Apple held talks with Elon Musk about buying Tesla, planned to use Siri instead of a steering wheel for Apple Car - 9to5Mac
https://9to5mac.com/2024/02/28/apple-car-tesla-siri/
RIP to the Apple Car, we hardly knew ye - The Verge
Project Titan, Apple's own self-driving car development project that has been underway since around 2015, was finally canceled in February 2024 as a result of difficulties in developing the software and algorithms responsible for self-driving and reducing manufacturing costs. It has been reported that Chief Operating Officer Jeff Williams and Project Titan Vice President Kevin Lynch have informed employees that this will happen.
Report that Apple has canceled its self-driving car development project, could it be the end of more than 10 years of development? - GIGAZINE
Project Titan was originally launched in 2014 by Apple, fearing that iPhone sales would slow down in the future and turning its attention to the automobile industry, which was said to have a market value of 2 trillion dollars (approximately 300 trillion yen) at the time. This is a project.
Since the launch of the project, Apple has pulled out a large number of personnel from fellow company Tesla to develop self-driving cars.
In 2013, just before the launch of Project Titan, Tesla was struggling to mass-produce the Model 3 from 2017 to early 2019, and CEO Elon Musk announced that Apple would sell for about 1/10 of its market value at the time, or about 10% per share. I offered to buy Tesla for $240 (about 36,000 yen).
Elon Musk reveals that he tried to sell Tesla to Apple in the past - GIGAZINE
Apple CEO Tim Cook reportedly refused to attend a meeting to sell Tesla, but it seems that he was not interested in acquiring Tesla, and in 2013, Cook told Musk that It seems that he once again proposed ``selling Tesla to Apple''. At that time, Mr. Musk expressed interest in Apple's acquisition, but presented one condition to Mr. Cook. The conditions are detailed in the book `` Power Play '' written by Tim Higgins, a reporter for the Wall Street Journal.
According to ``Power Play'', Mr. Musk said that ``he will become CEO'' as a condition for selling Tesla. In response, Cook cited the example of founder Jimmy Iovine staying with Beats when Apple acquired it in 2014: 'It makes sense for him to stay on as CEO of Tesla.' That's what he told Musk.
However, Mr. Musk told Mr. Cook, ``No, the condition is that you become Apple's CEO.'' Mr. Cook, who was faced with an unexpected condition, said, ``Fuck you!'' and hung up the phone. Power Play reports that this one phone call derailed Apple's acquisition of Tesla.
In addition, Mr. Cook and Mr. Musk deny the fact that there was any communication aimed at selling Tesla, and Mr. Cook said, ``Although I have not spoken directly to Mr. Musk, I have great admiration and respect for Tesla.'' I am embracing it,” he said.
Indeed. Both Cook & I have been clear publicly that we have never spoken or otherwise communicated. I tried to speak to him & he declined.
— Elon Musk (@elonmusk) July 30, 2021
Nor have I ever expressed any interest in running Apple to anyone. Cook is, all things considered, obviously doing an incredible job.
The foreign media New York Times said, ``With the Tesla acquisition failing, it makes more sense for Apple to develop its own car rather than acquiring another company and proceeding with the development of self-driving cars. It seems that they have decided that.' This is how Apple's self-driving car development project ``Project Titan'' was born.
According to the New York Times, the self-driving car that Apple is said to be developing does not have a steering wheel, but instead is equipped with a voice assistant, Siri, and the plan is for the user to control it using Siri. was said to be underway.
Regarding the design of Apple's self-driving car, ``former Apple designer Jonathan Ive presented Cook with a design for a Fiat 600 -like car with six windows and a curved roof.'' It has been reported.
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