The demise of Apple, Inc.’s self-driving car project has left many wondering what went wrong. On Sunday, Bloomberg’s Mark Gurman shared some insights into what an Apple car would have looked like and how it could have revolutionized the auto industry.
According to Gurman, Apple saw an opportunity to diversify its revenue stream beyond the iPhone by entering the electric vehicle market in 2014. The company envisioned creating a smartly packaged combination of hardware, software, and services that could disrupt the auto industry. However, indecision, disagreement, technological challenges, and the realities of the auto sector all contributed to the project’s failure.
Gurman described the Apple car as a “massive disappointment” that will impact the company’s history for decades to come. The primary disagreement revolved around the car’s design and level of autonomy, with Apple considering various strategies to pursue.
Gurman provided insights into the design of the discontinued Apple car, which he described as a futuristic van with rounded edges, dark black windows with an adjustable tint, and an all-glass sunroof. The interior featured a minimalist interface with seats reminiscent of those found in a private jet or limousine. The car was optimized for full, Level 5 self-driving capabilities and could comfortably accommodate four people.
Several design variations were considered, including a 1950s Volkswagen microbus-inspired design, a version resembling the 2017 Volkswagen ID Buzz prototype, and a design similar to the Canoo Lifestyle Vehicle. Ultimately, Apple decided to switch from Level 5 autonomy to around Level 2, requiring the addition of a steering wheel and pedals.
Gurman lamented the loss of these innovative designs, stating that they would have excited buyers even if they were not always practical. Despite the project’s failure, Gurman believes that the Apple car could have been a game-changer for the company and the auto industry as a whole.
Apple’s stock closed Friday’s session up 1.02% at $170.73, according to Benzinga Pro data. While the Apple car project may have come to an end, the innovative designs and ideas behind it will continue to inspire future developments in the electric vehicle market.
