Gabriel Walker 
Jul 25, 2025
Almost a decade after announcing the electric car project, Apple has reportedly suspended work on it, as global automakers cut back their investments in electric vehicles due to a decline in demand.
Sources familiar with the matter told Bloomberg that thousands of employees working on the Apple electric car project will be shifted to the Cupertino-based company’s artificial intelligence (AI) division.
Consulting firm Creative Strategies CEO Ben Bajarin told Reuters: "If it is true, Apple will put more focus on GenAI and that should give investors more optimism about the company's efforts and ability to compete at a platform level on AI."
It is worth noting that demand for electric vehicles has seen a decline due to high-interest rates, which has also led to job cuts and reduced production.
Several major automakers, including EV market leader Tesla, have decided to pull back on investments, with some shifting plans to focus on hybrids instead of fully battery-powered cars.
Tesla CEO Elon Musk responded to Apple’s move with a saluting emoji and a cigarette emoji on social media platform X.
Apple had launched Project Titan, as its car effort was known internally, nearly a decade ago during a surge of interest in self-driving vehicles in Silicon Valley.
Reuters had reported in 2020 that Apple was considering releasing its proposed car soon.
