According to a new report, Apple intends to enter the car market in 2025 with the launch of a totally self-driving car…
Apple to Launch Self-Driving Car?
According to a new report by Bloomberg, Apple is looking to enter the car market sometime in 2025; and it’s not going about the move conventionally. It’s thought that it intends to create an all-electric, fully self-driving vehicle. Completely lacking a steering wheel or pedals, it’s also claimed that it’ll have a u-shaped seating arrangement.
The company’s secretive self-driving project, called Project Titan, faced a serious setback back in September. It lost its executive in charge of its development, Doug Field, who left to join Ford. The corporate giant, however, is seemingly unfazed and is pressing ahead with its plans. Field is being replaced by Kevin Lynch, who was the software executive for the Apple Watch. He’s aiming for full self-driving technology within the next four years.
‘When, not if’
Dan Ives, analyst at US investment firm Wedbush Securities, believes Apple’s foray in the automotive industry is inevitable. He said, “we continue to believe it’s a matter of when, not if, Apple enters the EV race”. However, he suggested that it’d be wiser for the company to partner up with a traditional automaker. He explained, “we would rather see Apple partner on the EV path than start building its own vehicles/factories, given the margin and financial model implications down the road, coupled with the strategic product risk around such a gargantuan endeavour”.
Entering the car industry, let alone a novel segment within it, is extremely difficult. The industry is fiercely competitive, and start-up costs are phenomenal. Only a few years ago, Dyson was investing heavily in a large facility in Singapore which would have produced a luxury, high-tech EV. In the end, however, the plan came to nothing as the business concluded the scheme simply wasn’t financially feasible.
Regardless of the financial implications for Apple, its confidence in its ability to produce a truly self-driving vehicle is interesting. Other businesses, including Uber and Tesla, has struggled with the technology. Ford has openly admitted that it overestimated the technology’s arrival. Whether Apple will be the corporation to solve the riddle remains to be seen; but one thing’s for sure, it’s not lacking in software expertise.
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