Apple’s long-rumored driverless car project, also known as Project Titan, has been shuttered. But the company didn’t announce its cancellation. In fact, Apple barely ever mentioned the secretive project despite laboring on it for nearly a decade.
Looking down the line, Apple already had its hands, quite successfully, in so many pies — computers, phones, audio players, for instance, and it was preparing to launch its smartwatch and line of Bluetooth headphones. If it was going to light the world on fire again, it needed to go big with something — why, then, shouldn’t it make a car?
So began a nearly 10-year slog of sky-high expectations that even the world’s richest company couldn’t hope to meet. Apple has done a lot to push consumer electronics forward over the years. But nobody can do everything, and the Apple Car is as fine a cautionary tale about that as any.
