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.
Technology
Crash of the Titan: a short history of Apple’s doomed car project
/cdn.vox-cdn.com/uploads/chorus_asset/file/25310003/STK260_APPLE_CAR_CVirginia_A.jpg?ssl=1 "Crash of the Titan: a short history of Apple’s doomed car project")
Project Titan was obvious from the outside — from automotive industry hiring to heavily documented, public testing of self-driving cars, there was no way it could stay a secret. But the company still tried to preserve the mystery — when CEO Tim Cook was asked about the project on an investor call in 2016, he responded with cryptic talk about how exciting Christmas Eve is, adding that “it’s going to be Christmas Eve for a while.”
Now we know Cook’s Christmas never came. This week, Bloomberg’s Mark Gurman broke the news that Apple will not be making a car, dashing the hopes of any Apple fan who dreamed of cruising around in a Jony Ive-designed roadster. But Apple’s car considerations go back a bit farther than 2014, the year early reports pegged the company’s first real moves to spin up Project Titan. A little over eight years ago, Nest founder Tony Fadell revealed that, while he was still at Apple, he and Steve Jobs had tossed around the idea for an Apple Car in 2008.
They agreed that, as cool as they thought that would be, Apple was just too busy. The company had only just released the iPhone — the iPad, Apple’s services business explosion, and Siri were still ahead of it.
But six years after Fadell and Jobs’ idle conversations, things were different. The company itself was the most valuable in the world, and its products were selling like hotcakes. Apple was full of momentum and growing fatter with cash every day, but there was no guarantee that its devices would keep the company expanding with their upward sales trajectory.
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.
The Apple Car project starts up
February 2015: The rumor mill starts cranking in earnest after a self-driving Dodge Caravan with chunky sensors adorning the roof is spotted driving around California’s San Francisco Bay Area. A CBS News story at the time finds it’s leased to Apple, which has no testing permit for driverless cars. Nevertheless, it sparks speculation that the company is making an autonomous car.
Within days, reports emerge that Apple has been heavily recruiting auto experts for what it calls “Project Titan,” a secret effort to make an all-electric self-driving car. Cook reportedly approved the plan a year prior, and the company has set a team of 1,000 people on it, led by former Ford engineer Steve Zadesky. Apple hopes to start selling the car in 2020.
But can Apple actually pull this off? Former GM CEO Dan Akerson is maybe a touch skeptical. He tells Bloomberg, “We take steel, raw steel, and turn it into a car. They have no idea what they’re getting into if they get into that.”
July 2015: Reports said that Cook visited BMW’s headquarters in 2014. He and other executives wanted to learn about how the company makes its cars, and were reportedly keenly interested in the i3, BMW’s tiny electric hatchback. It’s the first rumbling of potential partnerships between Apple and an automaker, but the Reuters report on the meetings suggests that their talks have already faded.
September 2015: The Wall Street Journal reports that Apple expects to ship its car in 2019, and has tripled the original 600-person team. This same month, the California DMV confirms that it recently met with Apple to go over the DMV’s autonomous vehicle regulations.
October 2015: Sources from Mission Motors, an electric motorcycle startup, claim the company was bankrupted by Apple’s aggressive poaching.
Fall of 2015: Cook and Jony Ive meet at the project’s headquarters in Sunnyvale for an odd demo of what riding in a Siri-powered car could be like. According to the New York Times:
The two men sank into the seats of a cabinlike interior. Outside, a voice actor read from a script of what Siri would say as the men zoomed down the road in the imaginary car. Mr. Ive asked Siri what restaurant they passed and the actor read an answer, said two people familiar with the demonstration.
Funny sounds under the hood
January 2016: Reports show that Apple, or at least a registrant claiming to be Apple, bought apple.cars and other, similarly automotive-themed domain names. But the first signs of trouble also appear as Zadesky departs Apple, leaving his post as head of the car project vacant.
April 2016: German outlet Handelsblatt reports that BMW / Daimler has given up on talks with Apple because Apple wants the platform to be built “into its own cloud software,” which apparently doesn’t sit well with BMW’s future strategy for customer data protection.
July 2016: Zadesky’s vacancy is filled by Bob Mansfield, Apple’s former hardware engineering boss, who had left the company’s executive team in 2013 but stayed on for special projects. At the same time, reports say the car is delayed to 2021, and that Mansfield has hired a former BlackBerry automotive software executive to focus on autonomous driving. Bloomberg reports that internally, employees are confused about Project Titan’s direction.
September 2016: Apple reportedly fires “dozens of employees” as it reconsiders its approach to the car project. Later that month, rumors circulate that Apple is thinking about buying British supercar company McLaren and self-balancing motorcycle startup Lit Motors. Neither ever happens.
October 2016: Apple has reportedly parked its plans to build its own car and will focus on creating self-driving software for other companies to use in their vehicles. Even so, Cook tosses a morsel to investors during an earnings call, saying that cars are “an area that it’s clear that there are a lot of technologies that will either become available or will be able to revolutionize the car experience.”
If Apple can’t make the car, maybe it can drive it?
April 2017: The California DMV gives Apple a permit to test-drive three 2015 Lexus RX 450h SUVs outfitted with autonomous driving tech. One of these cars is seen driving around Silicon Valley.
June 2017: Cook tells a Bloomberg interviewer that Apple is “focusing on autonomous systems,” calling it “the mother of all AI projects.” He repeats the same thing — almost verbatim — during an investor call in August 2017, but suggests it is about more than cars.
October 2017: The Apple Lexus SUV is spotted again, this time with its collection of sensors encased in white plastic, rather than the makeshift rig from the April sighting.
May 2018: Apple reportedly partners with Volkswagen to use its T6 Transporter vans as self-driving shuttles to cart around Apple employees, representing something of a back-to-basics approach. Apple has more autonomous test vehicles registered in California than Uber and Waymo combined, for the moment.
July 2018: Apple employee Xiaolang Zhang is arrested and accused of stealing the company’s trade secrets to bring back to a Chinese automotive company called XMotors. At the same time, The Washington Post reports that the company has 5,000 employees working on its car project either directly or indirectly.
August 2018: Someone rear-ends an Apple autonomous test vehicle that is trying to merge onto an expressway. The same month, Apple hires Doug Field, who’d previously left for Tesla in 2013, to help lead Project Titan.
January 2019: Project Titan shrinks as Apple shuffles 200 of its workers to “support machine learning and other initiatives” elsewhere in the company. Also, another Apple employee is arrested for allegedly stealing trade secrets.
June 2019: Apple buys autonomous driving startup Drive.ai, a company that was founded four years earlier by Stanford University researchers and that ran a small self-driving shuttle service in Texas. The move is seen as an instance of “acqui-hiring” to gain access to the startup’s small team of AV engineers.
November 2019: Jony Ive leaves Apple. While he may not have been fully hands-on with the Apple Car project, he did reportedly give lots of input, including that the car shouldn’t have a steering wheel.
February 2020: Data shows that Apple had logged fewer autonomous testing miles in 2019 than 2018 — by over 70,000 miles, in fact. Which isn’t great, since it put down 79,745 miles in 2018.
Then again, maybe Apple can make a car
December 2020: Apple reportedly shifts oversight of its car project to John Giannandrea, who’s been heading up Siri and artificial intelligence for the company since 2018. The same month, reports suggest that Apple is, once again, considering building its own car.
February 2021: But it’s hard for Apple to make friends. Apple analyst Ming-Chi Kuo corroborates other rumors suggesting that the company is working with Hyundai on an electric car. Later that month, Hyundai and Kia downplay the rumor, saying that they are no longer in talks to do so. Nissan also issues a statement, saying it isn’t discussing a car project with Apple.
September 2021: Field leaves Apple to work for Ford. Two days later, the company reportedly puts Apple Watch executive Kevin Lynch in charge of its car ambitions, under COO Jeff Williams rather than Giannandrea.
October 2021: Foxconn shows off three electric car prototypes under the brand “Foxtron.” Although the company isn’t planning to build cars itself, it’s interesting that the company most responsible for assembling Apple’s iPhones has been apparently developing an EV platform to sell to automakers.
November 2021: Apple hires another former Tesla employee, Christopher Moore, to work on self-driving software for the company.
June 2022: Some of Apple’s work bears fruit at WWDC 2022 when it debuts the next-gen version of Apple CarPlay, designed to take over the entire dash of a car. The company also announces several partners, including Ford, Audi, Jaguar-Land Rover, and Nissan. (To date, it isn’t in any cars.)
July 2022: The struggles of Project Titan are laid out in a report from The Information that claims Apple software boss Craig Federighi was “particularly skeptical” of it, and that employees outside of the project regularly mocked it. The report also said that a test vehicle nearly hit a jogger earlier in 2022.
The Information details some design possibilities for the car as well, including that the company sought the National Highway Traffic Safety Administration’s blessing to create a car that had no traditional steering wheel or brake pedal, and that Ive had advised the design team to “lean into the weirdness of the vehicle’s design and not try to hide its sensors.”
October 2022: Foxconn again unveils EV prototypes, this time a crossover and a pickup truck. This time, the company says it wants to become a Tesla supplier.
Easing off the gas pedal
December 2022: Apple yet again scales back its plans for the car to have less ambitious self-driving capabilities than it originally planned. Also, the company is apparently targeting a sub-$100,000 price tag for the vehicle and has now moved its launch plans back to 2026.
December 2023: After a slow year in Apple Car news, Apple announces that Porsche and Aston Martin would incorporate bespoke versions of the dashboard-wide next-gen CarPlay infotainment system.
January 2024: Project Titan suffers two heavy blows as Apple reportedly pushes the car’s launch back two more years to 2028. Shortly thereafter, hardware executive DJ Novotney, who was ostensibly instrumental in starting Titan, leaves to work for Rivian.
February 2024: Signs of life! The California DMV records show that Apple logged nearly half a million miles of autonomous driving throughout most of 2023 — significantly more than the year before
But that was 2023. On February 27th, 2024, Bloomberg reports that the Apple Car is, after 10 years and billions spent, not to be. Rest in peace, little buddy.
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Though Tim Cook is shedding his CEO title for the role of Apple’s executive chairman, it appears he’ll keep one of his most important duties: that of the company’s Trump whisperer.
“As executive chairman, Cook will assist with certain aspects of the company, including engaging with policymakers around the world,” Apple writes in a press release. Translation: he’s sticking around to deal with thorny political relationships — in particular the one with President Donald Trump.
Throughout his tenure, Cook has navigated Apple through tricky political terrain. He’s had to balance the company’s massive business interest in China with US policymakers’ concerns, and he’s worked to appease Trump for favorable regulatory decisions, without alienating too many Apple employees and customers in the process.
Cook has navigated Apple through tricky political terrain
The task of wooing Trump has repeatedly placed Cook in embarrassing situations: Cook showed the president around a factory in Texas in 2019, where Trump wrongly boasted that because of his policies, Apple was building a new manufacturing plant in the US. Last year, he presented Trump with a symbolic gift of “Made in the USA” glass from Apple supplier Corning set in 24-karat gold.
Recently, Cook took criticism from Trump critics for attending a movie night at the White House, for a screening of the documentary Melania, the same day that Alex Pretti was killed by federal agents on the streets of Minneapolis during a protest against Immigration and Customs Enforcement. Cook later vaguely referred to the “events in Minneapolis,” and referenced a “good conversation with the president.”
As Apple’s senior vice president of hardware engineering John Ternus takes over as CEO, the company will need to overcome significant policy challenges, including global efforts to regulate AI, and a push for app stores to verify user ages. Lucky for Ternus, Cook will still be there to take on that job.
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Just about every day, we receive emails from readers who have encountered new scams. Many involve cryptocurrency. The pattern keeps repeating. Someone receives a message that feels urgent, emotional or exciting. The person on the other end sounds confident and persuasive. Before long, the victim is being asked to send money through cryptocurrency. Once the money is sent, it often disappears forever.
Cryptocurrency appeals to scammers for a simple reason. Transactions move quickly, often cross international borders and usually cannot be reversed once completed. That combination makes crypto payments especially attractive to criminals.
Kate recently wrote to us with a great question.
“Could you do an article that illustrates the scripts used by scammers to lure people to send money using cryptocurrency. Those scripts must be very convincing to get so many reasonably intelligent people to send money. Maybe five or six examples of the scripts, so people, especially seniors, will know what to watch out for.”
Kate is absolutely right. These scripts are convincing because scammers practice them constantly. They use psychology, urgency and emotion to push people toward quick decisions.
FAKE GOOGLE GEMINI AI PUSHES ‘GOOGLE COIN’ CRYPTO SCAM
Crypto scammers use polished scripts built on urgency, trust and emotion to pressure victims into sending irreversible payments. (gpointstudio/Getty Images)
Let’s break down some of the most common crypto scam scripts, so you know what they sound like before they reach your inbox or phone.
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The investment opportunity script
This script often begins with a friendly introduction through social media, email or even a text message.
Example script:
“Hi, I work with a private investment group that trades cryptocurrency. We’ve helped many people earn steady returns. If you invest $500 today, you could earn $5,000 within weeks. I can show you proof of other investors’ success.”
The scammer may send fake screenshots of profits. Some will even allow a small withdrawal early on to build trust. Eventually, they push the victim to send larger deposits. Once the larger transfer is sent, the account suddenly stops responding.
The romance crypto script
This scam often starts with a simple message on a dating app, Facebook or Instagram. The first contact is friendly and low-pressure.
Example initial script:
“Hi, insert name here, I hope you don’t mind me saying hello. Your profile caught my attention, and you seem like a very kind person. How has your day been?”
After a few days of conversation, the scammer begins sharing details about their life. They often claim to work overseas as an engineer, doctor or business owner. Eventually, they mention cryptocurrency trading as something they do on the side.
Later message in the script:
“I have been doing some short-term crypto trading after work. It has helped me save a lot faster. If you are interested, I can show you the platform I use. It is very easy to start with a small amount.”
From there, the scammer guides the victim to a fake trading site or asks them to transfer cryptocurrency to a wallet they control. At first, the account may show fake profits. The victim believes the investment is working and sends more money. Eventually, the victim cannot withdraw any money.
MALICIOUS MAC EXTENSIONS STEAL CRYPTO WALLETS AND PASSWORDS
From romance schemes to fake government threats, scammers often follow repeatable crypto scripts designed to sound convincing. Knowing the pattern can help you stop the fraud early. (Nhac NGUYEN / AFP via Getty Images)
The government impersonation script
Scammers often pretend to represent government agencies or law enforcement.
Example script:
“This is an urgent notice regarding your tax account. Your Social Security number has been linked to suspicious activity. To prevent legal action, you must verify your identity and pay the outstanding balance today using cryptocurrency.”
Government agencies do not demand payment through cryptocurrency. The goal is to scare you into acting quickly without checking the facts.
The tech support emergency script
This scam often begins with a pop-up warning or an unexpected phone call.
Example script:
“Your computer has been compromised by hackers. Your bank information may be at risk. To secure your system, we need you to transfer funds temporarily into a protected cryptocurrency wallet.“
The scammer claims the funds will be returned once the system is secure. In reality, the transfer moves the money directly to the criminal.
The crypto giveaway script
This scam frequently appears on social media or video platforms.
Example script:
“We are celebrating a new crypto launch. Send 0.1 Bitcoin to this wallet, and we will immediately send back double the amount.”
The message may appear to come from a well-known company or public figure. The wallet address belongs to the scammer. Anyone who sends funds receives nothing in return.
The fake recovery service script
This scam targets people who have already lost money.
Example script:
“We specialize in recovering stolen cryptocurrency. Our investigators located the wallet that received your funds. To begin the recovery process, we require a small crypto payment to unlock the legal tracing tools.”
The victim believes they are hiring professionals to recover their money. Instead, they are being scammed again.
Why these scripts work so well
These scams succeed because they exploit human behavior. First, they create urgency. Victims feel pressured to act quickly.
Second, they create trust. The scammer may sound friendly or sympathetic.
Third, they promise rewards. Investment scams offer profits that feel life-changing.
Finally, cryptocurrency adds confusion. Many people are still learning how it works. Criminals take advantage of that uncertainty.
Understanding these scripts is the first step to protecting yourself. Once you recognize the patterns scammers use, it becomes much easier to stop the conversation before money is involved.
How to protect yourself from crypto scams
Crypto scammers rely on urgency, trust and confusion to pressure victims into sending money. These practical steps can help you recognize warning signs and avoid costly mistakes.
1 CLICK COST A FATHER $4 MILLION IN BITCOIN TO VISHING SCAMMERS
Criminals favor cryptocurrency because transactions move fast, cross borders easily and usually cannot be reversed. That makes crypto a powerful tool for scammers. (Mario Tama/Getty Images)
1) Slow down when money is involved
Scammers depend on urgency to push victims into fast decisions. If someone pressures you to send money immediately, treat it as a warning sign. Pause the conversation and verify the situation independently. Contact the company, agency or person through a known phone number or official website. Taking even a few minutes to step back can stop a scam before money leaves your account.
2) Never send cryptocurrency to someone you do not know
Cryptocurrency transactions work very differently from credit cards or bank transfers. Once funds are sent, they usually cannot be reversed. Scammers prefer crypto because it moves quickly and often crosses international borders. If someone asks for payment through Bitcoin, Ethereum or another digital currency, assume the request is suspicious until proven otherwise.
3) Verify investment opportunities independently
Many crypto scams promise fast profits or guaranteed returns. Legitimate investments never guarantee profits. Before investing, search the company name, website and contact information online. Look for warnings from regulators or consumer protection agencies. If you cannot find reliable information about the company, that is a major red flag.
4) Use strong antivirus software on your devices
Scammers frequently use phishing links, fake websites and malicious downloads to trick victims. Strong antivirus software can help detect these threats before they cause damage. Strong antivirus software can warn you about suspicious websites, block malicious downloads and help stop phishing attempts that try to steal your financial information. Get my picks for the best 2026 antivirus protection winners for your Windows, Mac, Android and iOS devices at Cyberguy.com.
5) Reduce the personal information scammers can find online
Scammers often research their targets before sending messages. They may gather details from public records, social media or data broker websites. Limiting the amount of personal information available online can make it harder for criminals to craft convincing messages. Removing your data from people search sites with a data removal service can reduce the chances of becoming a target. Check out my top picks for data removal services and get a free scan to find out if your personal information is already out on the web by visiting Cyberguy.com.
6) Be cautious with online relationships
Romance scams often begin with friendly messages on dating apps or social media. Over time, the scammer builds trust and eventually introduces a crypto investment opportunity. If someone you have never met begins discussing cryptocurrency investments or asks you to move money, take a step back. Real relationships do not require financial transfers to strangers.
7) Never trust screenshots or profit dashboards
Crypto scammers often show screenshots of trading accounts that appear to generate large profits. These images are easy to fake or are displayed on fraudulent websites controlled by the scammer. Even if a platform shows profits, it does not mean the money exists. If you cannot withdraw funds easily through a verified exchange, the investment may be fake.
8) Watch for requests to move conversations off the platform
Many scams begin on social media, dating apps or messaging platforms. After the first contact, scammers often ask victims to continue the conversation on WhatsApp, Telegram or another private messaging app. Moving the conversation helps them avoid detection by the original platform. If someone quickly asks you to switch apps, treat it as a warning sign.
9) Talk to someone you trust before sending money
Scammers often isolate their victims and discourage them from discussing the situation with friends or family. Before sending cryptocurrency or making a large investment, pause and talk to someone you trust. A second opinion can often spot warning signs that are easy to miss when emotions are involved.
What to do if you already sent cryptocurrency to a scammer
If you believe you sent cryptocurrency to a scammer, act quickly. Contact the exchange or platform you used to send the funds and report the transaction immediately. Some exchanges may be able to flag the receiving wallet and help investigators track suspicious activity.
You should also report the scam to the FTC at reportfraud.ftc.gov and notify your local law enforcement agency. If the scam began on a social media site, dating app or messaging platform, report the account there as well so it can be investigated and removed.
While recovering funds can be difficult, reporting the incident can help authorities identify larger fraud networks and potentially prevent others from becoming victims.
Kurt’s key takeaways
Cryptocurrency scams continue to grow because the scripts are polished and carefully tested. The criminals behind them understand human psychology. They know when to apply pressure, when to build trust and when to promise rewards. Recognizing these patterns is one of the most powerful ways to stop them. When you know the script, the scam becomes much easier to spot.
Have you ever received a message that tried to convince you to send cryptocurrency, and did the script almost sound believable? Let us know by writing to us at Cyberguy.com.
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- For simple, real-world ways to spot scams early and stay protected, visit CyberGuy.com – trusted by millions who watch CyberGuy on TV daily.
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As if there weren’t already enough devices listening in on everything being said in your home, Prego, the pasta and pizza sauce brand, is releasing a device designed to record everything said around the dinner table for posterity. The Connection Keeper, which looks like an oversized pasta jar lid, was created in collaboration with StoryCorps, the nonprofit organization focused on preserving the stories of Americans in a collection housed at the Library of Congress’ American Folklife Center. There’s no AI, Wi-Fi, or Bluetooth, but you can optionally upload recordings to StoryCorps’ website to make them easier to share with family.
Prego says the goal of the device is to encourage families to make memories through conversation during dinner instead of staring at their phones — but only for a small number of families. The company is only planning to make less than 100 of them. The Connection Keeper will be available for purchase online starting on April 27th for $20 as part of a bundle that includes the device, a jar of Prego sauce, spaghetti noodles, and a deck of cards featuring conversation prompts and ideas.
Using the device is as easy as plopping the Connection Keeper down in the middle of everyone at the table and pressing one button to start recording. Using a pair of microphones, it captures CD-quality audio to a 16GB microSD card for up to eight hours when fully charged.
When dinner’s over, the recordings can be transferred to a computer over USB-C and then uploaded to a dedicated microsite created by StoryCorps where they’re preserved and accessible only by the uploader, unless they choose to share them with other StoryCorps users or the general public. You even have the option to archive them within the Library of Congress, which makes them public automatically, so hopefully your family talks about more than just stealing brainrots.
The recordings can be accessed on a smartphone through the StoryCorps app, but Prego intentionally left phones out of the rest of the process to discourage their use at the table. It’s also why the Connection Keeper lacks a screen. The goal was to minimize interactions with the device so family members instead focused on talking with each other.
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