Apple`s Failed Electric Car Project

Case Code: BSTR680 Case Length: 16 Pages Period: 2023 Pub Date: 2024 Teaching Note: Available

Price: Rs.400 Organization : Apple Incorporated Industry : Technology & Communications Countries : United States Themes: Diversification Strategy, Project Management, Strategic Leadership

Abstract Case Intro 1 Case Intro 2 Excerpts

Introduction

In February 2024, American multinational corporation Apple Incorporated (Apple) officially terminated its ambitious electric car project titled ‘Project Titan’ after spending a decade on it and spending US$10 billion on Research & Development (R&D). The news disclosed by Jeff Williams (Williams) – Chief Operating Officer of Apple, and Kevin Lynch (Lynch) – Vice President of Apple, came as a shock to the 2,000 employees working on the project. Following the closure of the project in April 2023, the company laid off nearly 600 workers . Some others were known to have been moved to the company’s Artificial Intelligence (AI) division under John Giannandrea (Giannandrea) senior Vice President of Machine Learning and AI strategy, Apple..

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