Is Apple’s car project being scaled back?

Apple Inc. has drastically scaled back its automotive ambitions, leading to hundreds of job cuts and a new direction that, for now, no longer includes building its own car, according to people familiar with the project.

Hundreds of members of the car team, which comprises about 1,000 people, have been reassigned, let go, or have left of their own volition in recent months, the people said, asking not to be identified because the moves aren’t public… More at Bloomberg.

If this is true, it could represent one of the few big missteps by Apple in modern times. It has been easy to be cynical about Apple building a car, or any company embarking on such a project, but I do wonder if the scale of such a project is too big. Even for Apple, it appears to me that the ways in which they could substantially improve driving do not justify the amount of time, money and resource such a project would require.

Categories: Apple

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