Apple CEO Tim Cook was reportedly impressed by the Apple car demonstration, though it was highly scripted and not representative of the Technology his team had on hand, per Bloomberg. The prototype, dubbed the “Bread Loaf” by Apple employees, was tested in 2020 as part of Apple’s secretive “Project Titan.” This four-seater minivan featured rounded sides, an all-glass roof, sliding doors, and whitewall tires, but the design was not always met with favor.
According to Bloomberg, the name “Bread Loaf” was used disparagingly at times by the car team, and it would later undergo design changes as the project progressed. Despite efforts to impress top executives like Tim Cook, the project ultimately faced challenges in meeting expectations.
Following a nine-month preparation for a proof of concept demonstration, Project Titan leaders aimed to showcase conditionally automated driving to Cook. However, Cook and other Apple executives were captivated by the demo and expressed interest in full self-driving capabilities.
The decision to shelve the car project came amidst a slowdown in the electric vehicle market, with demand for premium EVs tapering off and delays in EV infrastructure investments from major automakers. Apple’s foray into the electric vehicle industry was met with challenges, leading to the decision to halt development after nearly a decade of work.
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