Apple Is Scaling Back Ambitions on Its Self-Driving Car

Image'The Busy World of Richard Scarry

Image'The Busy World of Richard Scarry

In the meantime, the company is focusing on a self-driving campus shuttle, codenamed PAIL - short for "Palo Alto to Infinite Loop". However, head designer Jony Ive wanted a re-imagined, fully autonomous vehicle, despite the fact that no automaker or tech company has come close to that ideal.

Internally called "Titan", Apple's self-driving auto project was originally launched to create a brand-named vehicle that could drive with very little, if any, human assistance.

Apple has dumped the idea of an Apple-branded self-driving vehicle - because senior figures couldn't agree on what they wanted it to be.

Apple stepped up to regain course in the project a year ago when it put longtime executive Bob Mansfield, in charge of Titan. But five people who have some sort of association with the venture told The New York Times there were "missteps" that caused the tech conglomerate to change course. Every facet of a device or technology spends in years in research and testing before they are merged to form a fully contained and fully owned Apple product.


It is alleged that while Steve Zadesky, the Apple executive who was initially in charge of Titan, was keen to pursue the path of developing semiautonomous cars, the industrial design team, including Apple's chief designer Jonathan Ive, wanted the company to work on fully driverless cars because this would allow the company to reimagine the automobile experience, according to the five people.

More than 5,000 Apple employees take company buses to commute from home to work and between facilities.

It seemed everything was going well for Apple in their pursuit of creating the next big thing- future Model-T, only for Tim Cook to say to Bloomberg earlier this year that Apple is now focusing on autonomous systems and are working on the underlying technology behind self-driving cars and not an Apple branded vehicle. "It's a core technology that we view as very important". Team members complained of shifting priorities and arbitrary or unrealistic deadlines. The shuttle will transport employees from one building to another. The company hired many industry veterans, including engineers who specialized in building cars. An Apple-made mobile augmented reality chamber would have been really cool, and maybe we'll get something close in a decade or two. The company's DMV application includes a walkthrough of the Development Platform Specific Training and details about an autonomous-vehicle system called Apple Automated System.

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