Back in 2020, Apple had a prototype for their ambitious “Apple Car,” which insiders nicknamed “the Bread Loaf” because of its appearance. Recently, Bloomberg revealed more about this project, which Apple decided to cancel last month. The prototype was described as a white minivan with rounded sides, an all-glass roof, sliding doors, and whitewall tires. It was designed to seat four people comfortably, taking inspiration from the iconic Volkswagen microbus of the flower-power era.
Apple’s vision was to make the car fully autonomous, meaning no steering wheel or pedals. In case of emergencies or at low speeds, a video-game-style controller or iPhone app was supposed to be used. They aimed to launch this vehicle in 2025, promising features like a giant TV screen, a robust audio system, and self-tinting windows. The interior was planned to have a luxury feel, with “club seating” similar to what you find in private planes, where passengers could recline their seats and use footrests.
The origins of the Apple Car date back to 2014, but the concept was first brought up by Steve Jobs six years earlier. Jobs, who led Apple from 1997 until his death in 2011, had mentioned in 2008, after the financial crisis, that Apple should have dominant technologies everywhere people spent time—at home, at work, and on the move. Following the economic downturn, U.S. automakers were struggling, and Jobs even considered acquiring General Motors for a bargain price. However, the idea was dropped as Jobs decided to focus on promoting and enhancing the iPhone, which had just been introduced a year earlier.
It wasn’t until Tim Cook became CEO after Jobs that Apple seriously revisited the idea of building a car. Before developing any prototypes, Apple even considered buying Tesla, which in 2014 was still emerging in the electric-car market and valued much lower than it is today. Despite several meetings between a top Apple executive and Tesla CEO Elon Musk, Cook eventually decided not to pursue the acquisition, possibly because Apple was still uncertain about its long-term plans for the project. Later, potential collaboration with Mercedes-Benz also fell through.
Bloomberg reported that Project Titan, as Apple’s car initiative was called, ultimately failed due to indecision and various setbacks. Some insiders had been skeptical of the project’s success from the start, calling it “the Titanic disaster.” If Apple ever revisits the idea of building a car, it seems unlikely to happen under Tim Cook’s leadership.