Apple Scraps Plans for Electric Vehicle, Shifts Focus to Robotics
After a decade of secret development, Apple has decided to cancel its plans for an electronic vehicle, known as ‘Project Titan’. However, the tech giant is not giving up on innovation and is now setting its sights on personal robotics as one of its potential “next big things”.
According to sources familiar with the situation, teams at Apple are exploring the field of personal robotics, with a specific focus on a mobile robot that can follow users around their homes. The company has also developed an advanced home device that utilizes robotics to move a screen around.
While these projects are still in the early stages and it is uncertain whether they will eventually be released to the public, Apple is feeling the pressure to find new revenue streams. The recent cancellation of the electric vehicle project and the long road ahead to bring mixed reality glasses to market have pushed Apple to explore other avenues for growth.
John Giannandrea, the head of artificial intelligence and machine learning at Apple, is leading the robotics work, along with executives Matt Costello and Brian Lynch. The robotics project is being carried out within Apple’s hardware engineering division, but the company has not yet fully committed to the initiatives.
Investors reacted with tepid enthusiasm to the news, with Apple’s stock seeing a slight increase after reports of the robotics work surfaced. Meanwhile, shares of iRobot Corp., known for its Roomba vacuum cleaners, briefly spiked before settling down.
With the focus now shifting away from the abandoned electric vehicle project, Apple is looking to establish a greater presence in consumers’ homes through robotics. The company sees potential in leveraging advances in artificial intelligence to enhance the smart home experience.
While there are challenges to overcome, such as consumer willingness to pay for such devices and technical issues with balancing robotic motors, Apple is pressing forward with its exploration of the robotics market. The company has a secret facility near its Cupertino campus where it tests future devices and initiatives for the home.
Apple’s pursuit of the “next big thing” has been a driving force since the days of Steve Jobs. With the iPhone continuing to dominate sales, Apple is looking to new technologies like robotics to diversify its revenue streams and stay ahead in the rapidly evolving tech industry.
As AI and robotics technologies continue to advance, Apple is positioning itself to be a player in the emerging market for home robots. While the company is not the first to venture into this space, with Amazon’s Astro robot already on the market, Apple’s expertise in hardware and AI could give it a competitive edge.
Despite the challenges and uncertainties, Apple remains committed to exploring the potential of robotics in shaping the future of its product lineup. As the company continues its research and development in this field, the possibility of innovative new products and experiences in the realm of personal robotics looms on the horizon.