Apple has reportedly ceased its ambitious project to develop a self-driving electric car, known as Project Titan, redirecting its focus towards artificial intelligence (AI). The project, which had engaged approximately 2,000 employees and received billions in investment, has been under wraps for a decade, generating widespread speculation and anticipation.

The decision to shutter Project Titan follows a period of reassessment of Apple’s priorities, amidst a broader slowdown in the electric vehicle market. This slowdown has affected even leading competitors like Tesla, which has projected weaker sales growth for the year. Tesla’s CEO, Elon Musk, reacted to the news with a cryptic mix of emojis on social media, highlighting the competitive dynamics within the industry.

Details of Project Titan have been sparse, given Apple’s characteristic secrecy. Rumors had hinted at innovative features such as Siri integration and advanced battery technology, reflecting CEO Tim Cook’s description of the project as “groundbreaking”. However, Apple has now decided to allocate resources from the electric car project to AI, an area increasingly viewed as central to the tech industry’s future.

This pivot is part of Apple’s broader strategy to diversify its product offerings, as evidenced by the recent launch of the Vision Pro spatial computing headset in the US. The move away from electric vehicles signifies a recalibration of the company’s ambitions, focusing on sectors where it sees greater potential for growth and innovation.

Despite the end of Project Titan, Apple continues to position itself at the cutting edge of technological advancement, with a renewed emphasis on developing generative AI technologies. This shift reflects the evolving priorities and competitive landscapes of the tech and automotive industries, as companies navigate the challenges and opportunities of autonomous and electric vehicles.