Apple has decided to call off its electric car development project after a decade, transferring some employees to the artificial intelligence department. According to a Bloomberg report, the decision comes after challenges in the automotive industry and market demand changes have put pressure on project development. The electric car project, known as Project Titan, was one of the most ambitious projects in the history of the Silicon Valley–based tech giant known for its products like iPhone.
According to reports, the decision was shared among Apple’s Project Titan employees discreetly by some of the executives. At the time of the decision, the Apple electric car project employed around 2,000 people. CEO Jeff Williams and Kevin Lynch, vice president in charge of the project shared the decision on Tuesday, according to the Bloomberg report. They informed the employees that the project will shut down and several members of the Apple electric car team will be shifted to focus on generative AI projects. The tech giant has not shared any official statement on the decision yet.