The company tried for a decade to expand into a new market, but the project was abandoned, although the expenses were about a billion dollars a year. All the effort for a product that will never reach the public.
The secret project of FOTO Shutterstock
In 10 years, Apple has spent 10 billion dollars trying to offer consumers a new product, different from the ones its customers are used to.
In 2024, when the project was canceled, Apple redirected its resources to generative artificial intelligence, which ultimately meant that 600 employees involved in the project were out of a job, according to unilad.com.
It’s about the company’s secret Titan project, which it’s not clear why the company decided to give up in early 2024.
The project was originally intended to compete against Elon Musk’s electric car company, Tesla, before moving on to a self-driving car. The project was cancelled, with the company reverting to an electric vehicle to compete with Tesla.
According to the quoted source, the opinion of customers is divided regarding the massive financial losses. On an Instagram post, one netizen joked, commenting: “they can afford it with all the money they make annually from relaunching the same phone.”
Another netizen drew a different conclusion. “So why are you no longer giving us the charger in the box?,” he wrote, while a third added: “Imagine a car that starts breaking down when the new model comes out.”
“Billions of dollars… I guess iPhones are about to cost us $10.00 more so they can make that money back,” commented another netizen, while another user added a bit of optimism: “Che who is not brave enough to take risks will achieve nothing in life”.
The American giant Apple could launch a foldable tablet in a few years, which will differ in many ways from anything currently on the market.
