As Chris and I discussed on our first “Cleantech Talk” podcast this week, one of the biggest cleantech stories of the past couple of weeks has been talk of Apple developing a self-driving electric car. Of course, it’s not clear to the public what Apple is working on, but that seems like a good possibility. Below, I’m reposting a thorough article on the topic that I wrote on EV Obsession. However, beforehand, we’ve got a poll below where you can chime in on the matter a bit. Admittedly, this poll was created by someone else for CleanTechnica, but I think it’s a good one so haven’t changed a thing. Chime in below, and keep this key quote from an anonymous Apple employee in mind:
“Apple’s latest project is too exciting to pass up. I think it will change the landscape and give Tesla a run for its money.”
Here’s the full EV Obsession repost if you want more info before making a decision:
One of the hot electric car stories of the week is that Apple may be working on an electric car of its own. A lot of sites have been eagerly reporting on this, but with little integration of comments from different sources and sites. I know I’d love to see it happen as much as the next Apple & electric car fan, but it’s hard to believe. That said, the anonymous sources tipping people off seem to be pretty convinced it is indeed a car Apple is working on, and there have been a number of sources… but all anonymous.
imo-electric-vehicle
Not the theoretical Apple car discussed in this article. Credit: iMo
To start with, an anonymous Apple employee told Business Insider that Apple is working on something big, with the implication being that it is in the electric car market. “Apple’s latest project is too exciting to pass up. I think it will change the landscape and give Tesla a run for its money.”
So… yeah, anonymous + vague. Nonetheless, there’s also word that Apple has been trying to poach Tesla engineers with $250,000 signing bonuses and 60% pay increases… (with just limited success). Furthermore, one of the huge things Tesla has done is make its cars much more heavily based on software than other cars on the road. Updates — and even recalls! — occur virtually just as they do on your iPhone, iPad, computer, etc. With Apple’s expertise and influence in this space, it could potentially bring a good offering to market.
Also, a lot have been wondering, how far can Apple really go with new iPhones, iPads, and computers? Sure, it’s a great market, but people seem less and less impressed with the improvements that come out every 2–3 years. How far can it go, especially with Samsung and others closing in on the premium tech giant? Getting into the electric car business… now, that’s something that could lead to a lot more growth for the most valuable company in the world.
Back to the rumors, there are more pieces to the story that have been popping up.
Some outlets report that Apple has “several hundred” people working to design a car codenamed Titan. “Apple CEO Tim Cook reportedly green-lighted the project almost a year ago, and company executives have already begun to meet with potential contract manufacturers, including Canadian firm Magna Steyr. Apple iPod and iPhone designer Steve Zadesky, formerly of Ford, is said to be running the project,” Apple Insider reports.
“The team — which has its own development facility away from the main Infinite Loop campus — could eventually swell to some 1,000 employees, and Zadesky has been given free reign to pull talent from any existing Apple group. Zadesky’s group is reportedly researching ‘robotics, metals and materials consistent with automobile manufacturing.’ ” Johann Jungwirth, formerly the head of Mercedes-Benz R&D, is reportedly one such person working on Titan.
Bryan Chaffin of the Mac Observer notes, “what I learned is that Apple has been looking for—and acquiring—the kind of people from Tesla with expertise that is most suited to cars. So much so that I went from being a doubter to a believer almost instantly.” He goes on:
From another source who travels in more rarified circles than yours truly, I also learned that a lot of people at the top in Silicon Valley consider it a given that Apple is working on a car. This is circumstantial, at best, but if you’re going to crowd-source wisdom, you could do a lot worse than polling the C-suite.
I should add that when I asked one of my sources flat out to put a percentage chance on Apple working on an actual car—rather than some kind of car-related technology—I was told, “80 percent.”
When coupled with everything I’ve learned since, I’m personally closer to 100 percent.