"Back in 2022 and 2023, Apple was developing an EV in a top-secret internal fashion, hoping to launch it by 2028 with a fully autonomous driving suite. However, Apple bailed on the project in early 2024, as Project Titan abandoned the project in an email to over 2,000 employees. The company had backtracked its expectations for the vehicle on several occasions, initially hoping to launch it with no human driving controls and only with an autonomous driving suite."
"In a new podcast interview with Tesla CEO Elon Musk, it was revealed that Apple had been calling Tesla engineers nonstop during its development of the now-defunct project. Musk said the engineers "just unplugged their phones." Musk said in full: "They were carpet bombing Tesla with recruiting calls. Engineers just unplugged their phones. Their opening offer without any interview would be double the compensation at Tesla.""
Apple pursued a secret electric vehicle program called Project Titan during 2022–2023, aiming for a 2028 launch with a fully autonomous driving suite. The company repeatedly revised its goals, initially targeting a vehicle with no human driving controls and later planning a 2028 release with limited autonomous driving. Apple canceled the effort in early 2024 and informed over 2,000 employees. The company aggressively recruited talent from competitors, making repeated calls to Tesla engineers and offering salaries significantly above market rates. Some former Tesla engineers joined Apple briefly, while many Project Titan staff shifted focus toward artificial intelligence work within Apple.
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