Analyst says Apple’s decision to end the Apple Car project is a positive for Tesla

February 28, 2024 | by


Apple’s decision to end its much-anticipated Apple Car project, also known as Project Titan, is viewed as a positive development for Tesla, according to analyst Gene Munster. Despite a decade of investment and speculation surrounding the venture, Apple has reportedly decided to focus on its generative AI efforts instead. Munster believes that this shift in focus will benefit Tesla by removing the potential competition from Apple in the electric vehicle market. He also suggests that the move will increase Apple’s urgency to establish a strong presence in the generative AI space, which could potentially enhance their future offerings in artificial intelligence. While Apple’s decision to abandon the Apple Car project may come as a surprise to some, it signals a strategic decision to prioritize its endeavors and capitalize on emerging technologies.

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Apple ends Apple Car project

Apple has announced the closure of its much-anticipated Apple Car project, also known as Project Titan. According to reports, Chief Operating Officer Jeff Williams and Kevin Lynch, a vice president in charge of the project, revealed the decision to end the project on February 27. While the exact reasons for this decision have not been disclosed, it has been stated that many of the nearly 2,000 employees working on the project will be transitioned to Apple’s artificial intelligence (AI) division as the project is phased out. Despite requests for comment, Apple has remained silent on the matter.

Struggles of the Apple Car project

The Apple Car project was initiated in 2014 with the aim of developing an electric, self-driving vehicle. However, the project faced numerous challenges throughout its existence. From the beginning, there were multiple strategy and leadership changes that hindered progress. These struggles ultimately led to the senior executives making the final decision to end the project in recent weeks.

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Analyst Gene Munster’s perspective

Gene Munster, an analyst from Deepwater, expressed shock at Apple’s decision to terminate the Apple Car project. He believes that the project had the potential to significantly impact Apple’s revenue growth, projecting that it could have increased the company’s overall business by 60% if it successfully captured 10% of the auto market. Munster also noted that the termination of the project indicates Apple’s renewed focus on generative AI, an area the company has been working on behind closed doors.

Munster sees this as a positive development for Tesla, as he believes Apple could have been Tesla’s biggest long-term competitor in the United States. While Munster acknowledges that the automotive industry could have offered greater long-term revenue opportunities for Apple, he believes the company’s shift towards generative AI will lead to something profound. Munster expects Apple to preview its generative AI efforts in June, focusing on personalized AI and enhancements to Siri.

Munster’s views on Apple’s generative AI

Munster has previously expressed his belief that Apple has the potential to develop the best generative AI model. However, he also highlights the importance of data privacy concerns in this space. Apple’s strong emphasis on protecting user data privacy may require the company to rely on third-party user data instead of utilizing its own proprietary data. Munster suggests that while this may impact the quality of Apple’s generative AI model, it will still position the company competitively within the AI space.

Kyle Morse’s response

Kyle Morse, the deputy executive director at the Tech Oversight Project, responded to the news of Apple’s decision by expressing concern about a potential monopoly shift from the Apple Car project to AI. Morse believes that Apple’s AI projects have the potential to violate users’ privacy and block competition. While Morse’s perspective highlights the need for careful consideration of privacy and competition issues in the AI space, it is important to note that Apple has yet to disclose detailed information regarding their generative AI initiatives.

Unveiled information about Apple’s generative AI

Apple has not provided substantial information about its generative AI projects. As a result, there is a lack of clarity regarding the data sources the company will utilize and how that data will be acquired and utilized. This lack of transparency raises questions about the potential impact on user privacy and competition, as pointed out by critics like Kyle Morse. It remains to be seen how Apple will address these concerns moving forward.

Contact information

For further information or inquiries about AI stories, Ian can be contacted via email at or through Signal at 732-804-1223.


Impact of Apple’s decision on top line growth

The termination of the Apple Car project has significant implications for Apple’s potential revenue growth. If the project had been successful, Munster estimates that Apple could have generated at least $250 billion annually in revenue and increased its overall business by 60%. This emphasizes the scale of the missed opportunity for Apple.

Munster’s expectations for Apple’s generative AI

Munster anticipates that Apple will provide a preview of its generative AI efforts in June. While the specifics of what will be showcased are unknown, Munster believes that the focus will be on personalized AI and enhancements to Siri. This indicates Apple’s intention to leverage its expertise in AI to create user-friendly and innovative experiences.

The importance of user satisfaction

Munster emphasizes that user satisfaction is paramount in the AI space. Consumers prioritize usability over technical superiority, which is evident in the success of products like the iPhone. Munster believes that Apple’s approach to generative AI will be similar, focusing on delivering practical and reliable solutions rather than aiming to have the most advanced model. By prioritizing user satisfaction, Apple can position itself competitively in the AI market.

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