Why Apple ended up spending $10 billion building a car that never was
- Apple spent over $10 billion on its doomed Titan car project
- The company spent over 10 years attempting to finish the car
- Apple tried to make it both self-driving and a Tesla rival
Published on Feb 19, 2025 at 3:43 PM (UTC+4)
by Henry Kelsall
Last updated on Feb 19, 2025 at 3:43 PM (UTC+4)
Edited by
Tom Wood
Technology giant Apple canceled its decade-long car project Titan in 2024 after spending an incredible amount of money on its Tesla rival with virtually nothing to show for it.
A report from The New York Times states that the company wanted to initially take on EV giant Tesla, hence the time and research that went into the Titan project.
However, Apple has now ceased development after spending $10 billion on Titan.
The tech company also attempted to implement self-driving tech into its car in an effort to battle with Waymo.
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Apple wasted over $10 billion on Titan
The New York Times report clarified the staggering $10 billion that Apple has wasted on the car.
Part of the cost increase is due to how much Apple has changed the project over the years.
After initially wanting to take on Tesla, the decision to add a self-driving element to the car only added to the expenses.
During that time, the tech giant hired engineers from Porsche and NASA for the project.
It showed a statement of intent from Apple and that they were very serious about completing it.
Apple even inquired about buying Tesla, and discussions with Elon Musk took place.
In the end, that takeover never happened.
More than 2,000 people worked on Titan
More than 2,000 people would end up working on the Titan project.
Now, though, they were all being moved to other departments, and the whole project was canned.
Amazingly, Apple had changed tactics once again prior to the cancellation.
The company had again decided to create a car that could rival Tesla, which only increased the project’s cost.
Much of the car’s technology will now never see the light of day.
The company had made a new sunroof, one that could reduce the heat from the sun.
The company also developed a new windshield.
This windshield would show turn-by-turn directions for the driver in an attempt to revolutionize how we get around and use satellite navigation systems.
Ultimately, Apple’s confusion about what it actually wanted to build sealed the project’s fate.
It simply became a victim of its demands, and Apple refused to compromise to get the car over the line.
Henry joined the Supercar Blondie team in February 2025, and since then has covered a wide array of topics ranging from EVs, American barn finds, and the odd Cold War jet. He’s combined his passion for cars with his keen interest in motorsport and his side hustle as a volunteer steam locomotive fireman at a leading heritage steam railway in England.
