Apple’s long-rumored electric car project is officially dead. After over a decade of research, development, and internal reshuffles, the company shut down Project Titan in early 2024. Thousands of employees were either reassigned to AI efforts or quietly let go. It’s a major pivot for a company that once hoped to disrupt transportation as it did with phones and music. (Source: NPR)
But while Apple backed away, one of its former EV leaders is pressing forward. Ulrich Kranz, a former senior exec at BMW and a key figure in the now-defunct Canoo startup, has quietly been building something of his own — and this time, it’s moving faster than Apple ever did. (Source: Business Insider)
Project Titan: What Went Wrong
Apple spent nearly ten years chasing the EV dream, but the road was anything but smooth. The project was restructured multiple times, cycled through leadership changes, and never quite nailed down what the final product would be. Some teams focused on full autonomy, while others tried to build a Tesla rival. The vision was always shifting. (Source: The Verge)
In the end, the decision to walk away came down to priorities. Apple is now pouring its resources into generative AI — a safer bet with a clearer path to revenue. For a company obsessed with margins and control, building cars just didn’t fit. (Source: Reuters)
Kranz Has Always Been Ahead of the Curve
Ulrich Kranz isn’t new to EVs. At BMW, he led the development of the i3 and i8 — two of the earliest mass-produced electric cars that actually felt futuristic. Then he co-founded Canoo, a startup that promised modular, design-first electric vehicles with a direct-to-consumer model. Investors took notice, but the company struggled with execution.
Apple hired Kranz in 2021 to breathe life into Project Titan. And while the project is now dead, Kranz’s career is anything but. He’s rumored to be working on a next-gen EV concept that could bypass many of the mistakes both Canoo and Apple made. (Source: Reuters)
The Market Is Still Wide Open
Tesla may dominate headlines, but there’s room for more players — especially those who know how to build cars and scale tech. The EV market is maturing, but it’s far from settled. A well-executed product from a trusted name could still capture serious attention.
That’s where someone like Kranz has an edge. He’s worked inside legacy automakers, launched startups, and seen what happens when Big Tech tries to enter a market it doesn’t fully understand. If he plays it right, his next move could end up being everything Apple’s EV never was. (Source: New York Post)
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