Project Titan, Apple’s much-awaited electric vehicle The (EV) initiative is once again in the news.

The company’s initial goal for the project, which began in 2015, was to create a fully autonomous vehicle without a steering wheel, but it faced numerous obstacles and executive turnover. Nonetheless, new reports from Bloomberg indicate a shift in strategy towards a more pragmatic approach.

According to Bloomberg, Apple intends to introduce its electric vehicle as early as 2028. The company is developing an electric vehicle with fewer features, which is in line with the current lineup of Tesla models. This model will be available two years later than earlier, in 2028.

Apple Vice President Kevin Lynch has led Project Titan since 2021 and the company’s vision for the electric vehicle has evolved under his leadership. According to the revised plan, the Apple Car will operate as a Level 2+ system similar to Tesla’s Autopilot, meaning drivers will have to be alert and ready to take charge.

Apple’s decision to abandon the initial Level 4 autonomy goal reflects an understanding of the challenges and regulatory hurdles associated with fully autonomous driving. According to reports, the company may consider ways to increase autonomy through future software updates in line with the changing international regulatory landscape.

The Bloomberg report also provides information about Apple’s internal dynamics. This suggests that last year, company CEO Tim Cook was under pressure from the board to deliver a detailed plan for the implementation of Project Titan or consider scrapping the project altogether. Notably, no practical prototype has been built by the project yet.

While the leadership of Apple Vice President Kevin Lynch has raised hopes for the project’s success, some employees are concerned about the level of innovation in the first Apple Car.

According to Bloomberg’s warning about potential skepticism within the company, some may view Apple’s electric vehicle initiative as a “me-too product”, devoid of the innovative features that have made Apple’s previous successful initiatives. Have erected.

It has been one of Apple’s most expensive projects over the past ten years, with the company reportedly spending hundreds of millions of dollars annually on engineering for chips and car parts, salaries, cloud-based systems, and off-road testing. For now, the CarPlay software – which gives drivers access to iPhone functions like Siri and Maps – represents Apple’s only real effort in the automotive market.