Apple is a company that’s known for its groundbreaking technology in its iPhone air pods and other smart devices. So, why not a smart car? Back in 2014, Apple announced that it had begun work on what they called “Project Titan”. This project involved more than 1000 vehicle engineers designing an electric vehicle at a secret location in Cupertino back in 2016. A rumor began to circulate that Apple planned to put the concept on the shelves and not work on it anymore. These rumors began after some leadership issues and other problems within the company itself.
In December of 2020, we got a big update that had many people, myself included excited. Apple confirmed that it is working on its line of electric vehicles, and the plan is to release it within the next 3 to 6years. Reuters has stated that people are aiming for the 2024 release. But others speculate that there will be more than within the range of 2025 to 2027. This venture into the world of cars means that Apple will be working with the manufacturing partner to produce electric cars.
Initially, a partnership was discussed between Apple and Hyundai KIA. This would prove beneficial for Apple for a few reasons. One of the biggest being Hyundai and KIA already have a steady foot in the automotive industry. Also, if Apple works with Hyundai, they will be able to base some of the vehicle designs on some already tested vehicles that are currently in production at Hyundai. The rumors also began to suggest that Apple was considering Hyundai and KIA for partnership because this deal would be what gave Apple access to an already established production point across North America. Although they would be partnered up, it was reported that Hyundai and KIA would be willing to maintain control over both Apple cars, and the software that was designed for them. This being, because Apple had plans to eventually have Apple-branded, and Apple alone, rather than a KIA that included Apple components, which is a fairly generous thing for Hyundai and KIA to offer during a partnership deal. They would essentially help Apple get its leg in the automotive industry without needing to put their names on Apple’s product. Even though many rumors were circulating that Apple was close to establishing a deal with Hyundai and KIA, Bloomberg has recently reported that Apple has placed that talks of a partnership on hold, and has been discussing the Apple cars plans with other automobile manufacturers. Some are saying that Apple is upset with Hyundai for confirming that it was in talks with Apple, even though after that fact Hyundai retracted and changes its statement, and would appear that this has fully tabled the discussion between the tech giant and Hyundai. Hyundai and KIA both said in February that they are in no way discussing the development of a self-driving vehicle with Apple. It is currently not clear if the talk will continue between the three companies.
Apple had also allegedly come to Nissan with the idea of a potential partnership, but negotiations were brief and due to a disagreement did not make it close to becoming an actual deal. Apparently, the two companies were clashing over the fact that Nissan was concerned Apple has plans to downgrade them to a simple hardware supplier. It would appear Apple wants full control of its vehicle design and software, and this has resolved that Nissan confirming that it is not talking with Apple to form a deal. Some good news for Apple - is coming from the Korea Times, in which they reported that Apple is very close to signing a deal with LG to incorporate the design of the LG Magna e-Powertrain. They say that Apple is comfortable with LG Magna e-Powertrain’s smaller manufacturing capacity.
I think this may indicate that Apple plans to produce electric vehicles on a smaller scale compared to that of other major auto manufacturers. If the two companies do reach an agreement on the LG Magna e-Powertrain, LG and Apple will then establish precise details about the production of the Apple car, starting with a prototype that may be teased early as 2024. This will, of course, lead to the first generation of vehicles which will more likely be an opportunity to evaluate the marketability of their concept, rather than a full mass vehicle launch. I, for one, can not wait to hear more about it may come from the Apple electric vehicle.
With their plans to keep their products to themselves, and maintain the solo Apple branding, you can only wonder what kind of software they will be coming down the production line. Partnering up with LG seems like it would be a major step in the right direction. Hopefully, we will have word on that in the coming weeks.
