Alexis Ternoy
Alexis Ternoy 23 October 2015

Is Apple Really Building A Car?

Introducing Apple's very serious Titan Project

The automotive industry is preparing for war. They have got wind of a huge new threat on the horizon, and they are buttressing their reserves for the fight to come. And as well they should, for the opponent is indeed a Titan.

Most people would never guess where this new competitor in the automotive industry is coming from. The source originates in companies which until now were deemed neutral in the war of auto market share…in other words unrelated.

That new threat is tech. More specifically, it’s Apple.

But is the threat real? Sorry, Dodge, Toyota and Ford: most believe it’s very real. One analyst puts it at a 50% – 60% chance that we will see Apple cars on the road within a short time (1).

Furthermore, the public seems to be ready for a shakeup, too. 65% of 18-34 year olds would be willing to buy a car from a tech company. 81% of consumers in India are ready to drive an Apple car, according to data from Statista:

This chart shows the willingness of consumers to switch from their current car brand to a tech company (e.g. Google, Apple).

You will find more statistics at Statista

So yes, it’s a real possibility and here are the compelling reasons why that is so.


Introducing Apple’s Very Serious Titan Project


Some analysts say the automotive industry it overdue for a shakeup, and this could just be it.  Apple plans on rolling out the iCar in 2019 to a select 200,000 buyers. That’s far away and it’s only a few cars, but it definitely could be the wedge that eventually leads to that final chop for the automotive industry as we know it today.


Apple is, after all, known for turning entire industries on end. Look what the iPod did for music. The iPhone for cell phones. And let’s not forget the Mac.


Titan, as the new iCar project is aptly named, is labeled within the Apple company as a “committed project”, which means that yes, it’s going to happen and yes, automotive companies are right to brace for new competition.


Just this week, Titan was given permission to triple its workforce, according to the Wall Street Journal (2).


Apple And Tesla


The rumor mill is working overtime lately on this subject, but recently an Apple employee sent an email to Business Insider hinting that Apple was going to “give Tesla a run for its money” (3).


Not only that, but it seems that many Tesla engineers have switched teams and left Tesla for Apple. It is even rumored that Tesla is a viable target for an Apple takeover. That’s one way to enter the automotive industry: buy your way in!


The iPhone Can’t Carry Apple Forever


Currently, the iPhone is carrying the profit load for Apple. Roughly three quarters of the operating profit of the company comes from iPhones alone (4). That percentage grows with each passing year, putting Apple in a more and more vulnerable position.


The Apple Watch was supposed to alleviate the burden on the iPhone but so far it’s received lukewarm interest from just a tiny subset of enthusiasts.


The iPad didn’t really turn out to have long-term market strength, as interest continues to wane.


The Apple Car represents for Apple a welcome diversification, so they are completely serious about making this car happen. They are even reaching out for help…


Apple Probably Can’t Do This Alone So Look For Partnerships


The highly active Apple rumor mill has it that the tech giant has been meeting with BMW (5) for assistance on Titan. BMW’s current line of electric cars, the i3, isn’t the huge success they hoped it would be, and a partnership with Apple may be just what they need to compete with the likes of Nissan Leaf and Chevy Volt.


BMW’s i3 has a carbon fiber shell, which may indicate the direction Apple will be taking with the iCar.


Apple will also need an experienced hand to help them with the regulatory issues that come with manufacturing and selling cars. Chances are, they won’t go that alone, either.


Finally, they will even need help with manufacturing: isn’t it unlikely that they will build their own plant?


It’s About Getting A Car On The Road, Not About Invention


Google may be brewing up some magic with its driverless cars but for now Apple is all about being practical and getting some cars on the road. While Google’s crazy invention division is about the future, Apple’s Titan Project is about market share and profits. Apple has some driverless car experts on the payroll but for now the car coming out in 2019 is not expected to be driverless.

One Last Thing


Finally, the mystery and speculation arise from Apple’s never having officially announced it is working on an electric car. So all we can do for now is gather clues and engage in speculation. It does, after all, fit right in with the way Apple loves to shroud its milestones in mystery and drama. What we will be hoping for – in the meantime – is an exciting shakeup of the automotive industry, one that fits the new ways we think about cars, transportation, and car ownership.


All references retrieved September, 2015

Original Article


Read More About Apple

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Infographic: 5 Key Findings from the Content Marketing Maturity Report

Infographic: 5 Key Findings from the Content Marketing Maturity Report

A new report from London Research and ContentCal explores how content marketing leaders are able to excel at this discipline, and reap the rewards. The infographic below summarises five of the key findings.

Linus Gregoriadis
Linus Gregoriadis 18 October 2021
Read more
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
New Research Reveals Content Marketers’ Biggest Battle

New Research Reveals Content Marketers’ Biggest Battle

A crucial step in the journey to content marketing maturity involves converting senior management enthusiasm into an in-depth understanding of the benefits of a strategic approach, and what is required to establish one.

Michael Nutley
Michael Nutley 27 September 2021
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of...

Salman Sharif
Salman Sharif 7 July 2017
Read more
The 3 Most Important Stages In Your Presentation

The 3 Most Important Stages In Your Presentation

If you want to deliver a presentation on a particular topic and you have to prepare yourself for it you should make sure that you go through several very important stages in order to craft a compelling, persuasive and...

Nicky Nikolaev
Nicky Nikolaev 16 February 2016
Read more