Project Titan: Apple speeds up car design

Project Titan: Apple speeds up car design

 Bolstered by new battery technology, Apple is stepping up efforts to build and market cars, said Stephen Nellis in Reuters .com. The Cupertino, Calif., company is “moving forward with selfdriving technology” it’s had in the works for years, and now “aims to build a vehicle for consumers” by 2024. Key to the effort, known internally as Project Titan, is a “monocell” battery that can reduce costs and increase range. 

One insider said this week that the battery tech is pathbreaking—“like the first time you saw the iPhone.” Tesla CEO Elon Musk—who expressed doubt about Apple’s batteries —tweeted that he’d once contacted Apple chief Tim Cook to talk about Apple acquiring Tesla, but Cook was not interested. It turns out that Tesla’s biggest challenger isn’t an auto company at all, said Tim Culpan in Bloomberg.com. The biggest thing “holding back Tesla,” which entered the S&P 500 this week with a $616 billion market value, more than the top seven automakers combined, “isn’t demand for its electric vehicles but the inability to manufacture them” quickly enough. 

Apple knows how to solve this kind of problem. Years ago, Steve Jobs recognized “its strength wasn’t in manufacturing but in designing and marketing.” With the car, as with other products, it will outsource building to experts. Musk still clings to the idea that “a car’s brand should also be its manufacturer.” Cook may be out “to prove him wrong.”

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