The experts say Apple’s self-driving car project is canceled, delayed or converted into a software play. They’ll also tell you that cars are a weird business for Apple to be in.
The experts have it all wrong.
Apple is going pedal-to-the-metal on building a car and for good reason. Here’s why.
Talk about titans
Steve Jobs wanted Apple to make an “iCar.”
The late Apple founder and CEO wanted more than that, according to J. Crew CEO and chairman Mickey Drexler, who served on the Apple board from 1999 to 2015. Jobs wanted Apple to reinvent the automobile industry.
The idea of an Apple car was considered crazy talk — until word leaked about a secret Apple initiative called “Project Titan,” which reportedly involved more than 1,000 engineers.