Wednesday May 27, 2020

updated - May 27, 2020 Wednesday EDT

Project Titan: Can Apple Beat Tesla In Car Tech Without Steve?

May 29, 2015 06:54 AM EDT | By Czyka Tumaliuan
Project Titan, Apple Car, CarPlay, tesla
An Apple CarPlay screen is seen in a Mercedes-Benz car during the press day of the 84th International Motor Show which will showcase novelties of the car industry on March 5, 2014 in Geneva, Switzerla
Apple CarPlay Installed in a New Mercedes-Benz Car (Photo : Getty Images, Harold Cunningham)

Apple Operations VP Jeff Williams spills details about rumored Apple car at the Code Conference on Wednesday, inadvertently threatening to compete with emerging car giant Tesla Motors.

Williams leaked the tech leader's future plans of venturing into the vehicle market for social growth.

"The car is the ultimate mobile device," Williams declared. "We're exploring a lot of different markets."

Interestingly, Apple is allegedly looking for expansion opportunities that don't necessarily promise surge in revenue, but guarantee social impact.

"Williams said that the deciding factor in choosing new businesses is not the opportunity for revenue growth, but rather 'which ones are ones [in which] we think we can make a huge amount of difference,'" Re/code reported.

But, can Apple engineers win over a head-to-head battle with the brightest minds of Tesla without its founding soul?

Kelley Blue Book forecaster Karl Brauer told ABC News digital reporter Alyssa Newcomb that the smarter strategy for Apple is to buy Tesla instead.

"Tesla has gone a long way toward being a real car company in such a short time. This is a timely and very expensive process to get that far along. If Apple was interested in going that route they could shortcut things tremendously if they purchased Tesla."

It's highly probable, however, that Apple doesn't pursue this lofty automobile project tagged as "Titan". 

"Apple may decide not to proceed with building a car," the Wall Street Journal writers Daisuke Wakabayashi and Mike Ramsey argued.

"In addition, many technologies used in an electric car, such as a long-life battery and in-car electronics, would be useful to other Apple products, including the iPhone and iPad."

Indeed, Apple's recent aggressive car research may just be for the enhancement of CarPlay, the company's digital platform designed to integrate mobile operating systems with vehicle dashboards.

"At best, it will be several years before an Apple car could hit the road, even if development goes smoothly and if Apple decides to proceed with the project," the two portended.

Obviously, the rumored Apple vehicle won't be hitting the market anytime soon.  

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