Here we go again: a famous Ford engineer, Desi Ujkashevic, who has been working in the Detroit giant for 31 years and recently head of the sector “Automotive Safety Engineering”, she was hired at Apple last week to work on the iCar project. And the hunt for rumors about the debut of thehighly anticipated self-driving car of the iPhone company. The script is always the same but, this time, there is an important news: the American media, now make fun of Apple, its automotive project and compare its car to Bigfoot or the Loch Ness monster.
The update
The new Apple Maps also arrive in Italy
by Simone Cosimi
September 10, 2021
Rumors about an Apple car in conclusion they begin to tire, have been going on for too long, ever since Steve Jobs died. And the attitude of the American media is just the tip of a giant iceberg of bad mood. On the other hand one cannot ignore the fact that unlike Sasquatch and Nessie, Apple are working hard on the projectwhich officially kicked off 2014, baptized by Tim Cook himself, the company’s almighty CEO, with the name of “Project Titan.” The involvement in the project of former Ford executive Doug Field, the engineer Steve, is also official. Zadesky and Mercedes-Benz Head of Research and Development for North America Johann Jungwirth, who have since left the company.
Apple car, the project re-emerges
by Vincenzo Borgomeo
June 10, 2021
There have also been Tim Cook’s official visits to car cathedrals. Like the sensational one in 2015 when she went to Germany to meet BMW top management and when shortly after the Apple executives traveled to Leipzig to examine the production of the automaker’s i3 EV.
Then another official sortie in 2018, when Apple announced a deal with the Volkswagen Group to convert the automaker’s T6 Transporter vans into autonomous shuttles for employees on the new Silicon Valley campus.
Meanwhile the i3 is out of production, Volkswagen has changed its mind (invested $ 2.6 billion in the Argo, backed by Ford, with its new ID electric minivan), the best talents in the automotive sector have abandoned Apple, but it has hired others and stubbornly goes on with its project Titan. Sure, with a market capitalization of nearly $ 2.5 trillion and a reserve of over $ 200 billion in cash, Apple can do what it wants, in this case, keeping a complicated program like that of the car open without ever producing anything. Maybe waiting for better times. But, this is the question, what better time than now, with a violent transition to electrification and the growing importance of software in cars?
Future
Apple, Oppo, Kalashnikov and Dyson: new brands in the automotive world
by Vincenzo Borgomeo
November 28, 2021
