Apple talks with Mercedes detailed in new Apple Car report
As you may be familiar with by now, Apple has officially canceled its project to build an electric car. The project never saw the light of day and wasn’t even confirmed by Apple, but the company had been working on its own car since 2014. Following reports that Apple had approached Tesla for a partnership, we now know that the company has also talked to Mercedes-Benz about building an Apple Car together.
Apple tried to build an Apple Car with Mercedes-Benz
As reported by Bloomberg on Wednesday, Apple tried to negotiate a partnership with Mercedes-Benz to build an Apple Car. The report says that talks “progressed further” for months and both companies had been actively working on an electric car project together. However, while Mercedes would build the Apple Car, it also wanted to sell its own cars using Apple’s self-driving platform.
Apple eventually withdrew from the partnership as the company’s executives were confident that Apple could build a car on their own after all the early work with Mercedes. The company also reportedly discussed with Ford the possibility of the car manufacturer selling an Apple Car under its Lincoln brand, but the talks “didn’t progress past an early meeting.”
In the past, Apple had some discussions with Elon Musk about buying Tesla to build its car. However, Apple CEO Tim Cook reportedly pulled the plug on the deal during early negotiations. At some point, Apple executives met with Musk again to discuss other ways of collaborating, such as buying batteries from Tesla.
Interestingly, Bloomberg says that Apple came close to a deal to buy luxury automaker McLaren. At the time, Jony Ive was still working for the company and would get a new design studio in London to work on the project. The deal didn’t go ahead either.
The idea of an Apple Car came from Steve Jobs
Although the Titan project (the codename for the Apple Car) emerged in 2014, the idea came from Apple co-founder Steve Jobs years ago. “In the wake of the 2008 financial crisis, with American car companies on the brink of failure, the Apple chief executive even floated the idea of acquiring General Motors Co. for pennies on the dollar,” the report says.
Tony Fadell, considered the father of the iPod, confirmed that he and Jobs talked about “what would be this generation’s new Volkswagen Beetle.” However, as the company focused on making the iPhone a hit, Jobs decided it wasn’t time to start a car project.
An ambitious project
Under Cook’s direction, the Titan project was quite ambitious. One of the prototypes looked like a white minivan with “rounded sides, an all-glass roof, sliding doors and whitewall tires.” The vehicle would have a giant screen, a powerful audio system, and reclining seats that made the cabin look like a club.
The Apple Car was first designed to have a Level 5 autonomous driving system, meaning that it would drive itself entirely using its onboard computer with no steering wheel or pedals. The only manual controls would be a “video-game-style controller or iPhone app” which would serve as a backup.
Doug Field, head of the project, warned executives about the challenges of building an autonomous car and suggested scaling back the goals to Level 3, which requires a human driver to take control in some situations. However, Apple executives still wanted a Level 5 car.
Frustrations over the car’s project
The project hadn’t made much progress by 2016 and the board of directors was already questioning the viability of the Apple Car. Dan Riccio then convinced Bob Mansfield, known for his role in Apple’s hardware team, to join the car team. Mansfield focused on working on the autonomous driving system rather than the car itself.
Some executives believed that Apple could license its technologies to other car manufacturers. Mansfield and Cook agreed to build a self-driving shuttle in partnership with Volkswagen to be used by Apple employees on its campus. However, the project was seen as a distraction and was also shut down.
The report says that many Apple executives have been frustrated by Cook’s indecision over the direction of the Titan project. In the meantime, as the project was going nowhere, engineers hired to work on the car were leaving Apple to work for other companies. From 2016 to 2018, Apple had already laid off 120 people from the car project.
Sources told Bloomberg that Apple has estimated the production cost of its car at around $120,000, far above the target of $85,000.
The end of the Apple Car
Apple has made a lot of changes to the leadership of the Titan project since then, but none of them have resulted in anything promising. At one point, Apple put a fleet of Lexus SUVs customized with its own self-driving technology on the streets for testing purposes. The plan was to expand these tests to more cities by 2024. The company wanted to sell self-driving as a subscription service.
Last year, before giving up on the project for good, the designers and engineers decided to experiment with a Level 2 autonomous car – the same as the Tesla Autopilot. But that would make the Apple Car look like any other electric car already available on the market without much of a difference.
Kevin Lynch is said to have convinced Apple’s leadership that building a fully autonomous car would take at least another decade. Earlier this year, Cook was already considering shutting down the project as key engineers and executives were already joining other companies.
On February 26, around 2,000 Apple employees received an email about a meeting the following day. Lynch and Williams then confirmed that the Titan project was being shut down without further explanation. Some of the engineers have been relocated to Apple’s AI and software division.
The failed car project cost Apple around $1 billion a year. Be sure to read the full article with even more details about the Apple Car project.
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This week on Electrek’s Wheel-E podcast, we discuss the most popular news stories from the world of electric bikes and other nontraditional electric vehicles. This time, that includes Tern’s NYC e-bike delivery fleet surpasses 1 million miles, the CPSC has a stark warning about Rad’s e-bike batteries, what parents should know if their kid wants a Sur Ron e-moto, JackRabbit MG Doble review, Strutt’s EV1 electric mobility chair, and more.
The Wheel-E podcast returns every two weeks on Electrek’s YouTube channel, Facebook, Linkedin, and Twitter.
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Here are a few of the articles that we will discuss during the Wheel-E podcast today:
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The Port of Houston took a big step towards electrifying its operations this week, when the stevedores at Houston Terminal deployed the first new SANY electric reach stacker at the major seaside port – and it won’t be the last.
Multinational equipment brand SANY launched its latest 50-ton electric reach stacker earlier this summer. The new machine drew headlines by cleverly pairing gravity and a KERS-style regenerative braking system attacked to its boom to generate electricity as it lowers loads. The tech significantly improved the machine’s operating efficiency and reduced the sort of costs typically associated with charging and downtime.
With the purchase of the new SANY electric reach stacker from local equipment dealer, Equipment Depot, Houston Terminal has begun to do its part to help keep the air and water around America’s busy seaports pollution-free.
“In this market, there’s a shift towards sustainable equipment,” explains Greg Schertz, Sr. National Account Executive at Equipment Depot — a national equipment supplier that sells and services to roughly 85% of US sea ports. “Electric equipment is a growing trend, and it has become more than a conversation point. Actual machines are going into service and are proving their capability.”
Equipment Depot is quick to point out that the national move towards electrification isn’t about regulations. “The bigger picture is that the world has become more of a global market,” says Chad Larson, VP of Heavy Trucks and Port Equipment at Equipment Depot. “(And) in the port industry, there are many relationships and parent companies with ties into Europe and other parts of the world where zero carbon initiatives are more progressive than the US.”
Robert Marshall, General Manager of Houston Terminal, echoes Schertz’ sentiment, “Electric equipment has a much easier, much simpler maintenance program, because basically you’re just maintaining tires.”
SANY electric reach stacker
At its launch in August, SANY said its new 50t reach stacker would be available with a 512 kWh swappable battery pack. That pack isn’t just huge, it’s compatible with the brand’s other electric equipment assets, and can support both DC fast charging when swapping isn’t practical and the grid itself by “plugging in” to the company’s BESS modules when not needed.
Houston Terminal bought the SANY unit with help from a Texas Emissions Reduction Plan (TERP) Grant, part of TERP’s Seaport and Rail Yard Areas Emissions Reduction (SPRY) Program to replace older drayage trucks and equipment at seaports and rail yards. Houston Terminal intends to apply for another TERP grant to buy a second reach stacker in 2026.
SOURCE | IMAGES: Equipment Depot; via AJOT.
If you’re considering going solar, it’s always a good idea to get quotes from a few installers. To make sure you find a trusted, reliable solar installer near you that offers competitive pricing, check out EnergySage, a free service that makes it easy for you to go solar. It has hundreds of pre-vetted solar installers competing for your business, ensuring you get high-quality solutions and save 20-30% compared to going it alone. Plus, it’s free to use, and you won’t get sales calls until you select an installer and share your phone number with them.
Your personalized solar quotes are easy to compare online and you’ll get access to unbiased Energy Advisors to help you every step of the way. Get started here.
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The mining equipment experts at Sandvik have been developing next-generation electric equipment options for years – largely on their own. Now, with a €500 million capital injection from the EIB, the company is ready to get serious about its next-generation machinery.
The European Investment Bank (EIB) is the lending arm of the European Union (EU), and its core mission is to strengthen the global competitiveness, technological innovations, and sustainability initiatives of European companies like Sandvik by providing affordable financing for R&D projects conducted on the continent.
“We have a strong strategic focus on developing solutions that strengthen our technology leadership, and that enhances productivity, safety and sustainability for our customers,” explains Stefan Widing, President and CEO of Sandvik. “The EIB financing supports our R&D initiatives and provides flexibility to our overall funding strategy.”
The €500 million loan has a seven-year term, and will support Sandvik’s efforts to develop new advanced, productive, safe, and (above all) sustainable heavy equipment solutions across the company’s business lines.
Electrek’s Take
We’ve covered Sandvik’s electric equipment several times over the years, from their surface drill rigs to their underground loaders to their quarry- and concrete-focused electric cone plants, and the brand’s commitment to sustainability and operator safety has been commendable. Even the company’s push towards automation and AI, often seen as a corporate tactic to slash labor costs and boost stock prices before the executives bail out with a fat stack of cash fulfill their exit strategies, seems to be genuinely motivated by worker safety in one of the world’s most dangerous environments.
Of course, I said that about Volvo and they’re actively suing California to be able to sell more diesels as aI type this, so what do I know?
SOURCE | IMAGES: Sandvik.
If you’re considering going solar, it’s always a good idea to get quotes from a few installers. To make sure you find a trusted, reliable solar installer near you that offers competitive pricing, check out EnergySage, a free service that makes it easy for you to go solar. It has hundreds of pre-vetted solar installers competing for your business, ensuring you get high-quality solutions and save 20-30% compared to going it alone. Plus, it’s free to use, and you won’t get sales calls until you select an installer and share your phone number with them.
Your personalized solar quotes are easy to compare online and you’ll get access to unbiased Energy Advisors to help you every step of the way. Get started here.
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