"Apple Car Launch Delayed to 2028... Autonomous Driving Features Also Downgraded"

Bloomberg Report
Launch Delayed by 2 Years
Autonomous Driving Level 2+ Downgraded

Apple's self-developed electric vehicle, the 'Apple Car,' is reportedly delayed until 2028, with its autonomous driving capabilities also being downgraded from the original target, Bloomberg reported on the 23rd (local time).

[Image source=Reuters Yonhap News]

According to sources familiar with the project, the launch of the Apple Car, which Apple has ambitiously pursued for about 10 years, has been continuously postponed. The sources said that the Apple Car is now expected to be launched in 2028, two years later than the previously announced 2026.

The level of autonomous driving functionality will also be downgraded to Level 2+. A source stated, "Apple has realized that it cannot complete the development of a vehicle at the Level 4 target in the near future, so it is currently developing more basic driver assistance features aligned with Tesla's current capabilities."

Initially, Apple ambitiously aimed for Level 5, the highest stage of full autonomy, but later scaled back development to Level 4, which allows autonomous driving only on highways. This means the vehicle can drive autonomously once the navigation is set, without the driver needing to operate the vehicle separately. In contrast, Level 2 includes features such as lane departure prevention and maintaining distance between vehicles, which are standard Autopilot functions in Tesla electric cars today.

Bloomberg reported, "Apple, which once envisioned a truly driverless car, is now developing an electric vehicle with limited functionality," adding, "Nevertheless, the launch timeline continues to be delayed."

This new strategy was finalized after a series of meetings attended by CEO Tim Cook, other executives, and the board of directors. Apple is reportedly planning to first release the Apple Car with Level 2+ capabilities, followed by an upgrade system that supports Level 4 autonomous driving features. Sources also mentioned that additional changes are being considered for the hardware engineering team and autonomous software team.

The Apple Car project, codenamed 'Titan' and 'T172,' began to take shape in 2014. The report noted that this project is one of the most ambitious in Apple's history, involving multiple executive changes, large-scale layoffs, strategic shifts, and launch delays throughout its development. Hundreds of millions of dollars in annual research and development (R&D) costs have been invested in the process.

The development of the Apple Car is expected to be the next-generation innovation driving Apple's revenue growth as the smartphone market matures. However, some executives remain skeptical, doubting that the Apple Car will achieve profitability comparable to the iPhone.

Bloomberg stated, "The latest internal plans for the Apple Car are considered a 'me-too product' relative to Tesla," adding, "It is not a product that pioneers new horizons. However, Apple wants to make the car stand out with sophisticated design, a safe system, and a unique user interface."