What happened to Titan?

Titan is Apple’s car project! Since its reported inception in 2014, there appears to be many ups and downs in the secret (?) project. It started out like an innovative and a strategically diversifying idea for the mobile phone maker, however, industry sources indicate that the project is shifting its focus from making a full-fledged vehicle towards more of vehicle-related “smart” devices and software.

The initial plan required huge research and development budget, which, of course, Apple invested in— along with hiring the best possible talents from the car industry. Lately, leaked accounts indicated that the project was scaled-back, jobs were cut, and focus of the car project shifted towards more of developing supportive software than of making full-fledged “Apple” (or Titan) cars. Could this be the result of new calculations stemming from the rising success of Tesla and Google cars? Could Apple fall behind compared with the “would-be” giant Tesla and Google cars in the smart car segment because of their (Apple’s) starting “late”? Perhaps they are just discovering the classic fact that businesses should focus on whatever they do the best, i.e., making smart devices with excellent software; and just make one more of this thing for the car industry! What do you think?


About 1mmarketing

Working as Associate Professor, School of Business, United International University, Bangladesh; a North-American graduate, with doctoral studies from UUM, Malaysia; cherishing a wide-view of the world, with multiple interests in culture, people, traveling, and specifically marketing science. I have a colorful and diversified background with a blend of corporate experience, research, consulting, training, public speaking and teaching. I love to write about marketing issues that affect our lives, and talk about its direction that would promote the greatest human welfare.
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3 Responses to What happened to Titan?

  1. Syed Farhad Ali Reza says:

    This is something like the theory of comparative advantage in Int’l Finance. One should do what best suits him. Thks.

  2. rahat bin kashem says:

    Yes ,first mover advantage gain google car but apple car(titen)keep them expert on the smart car industry.

  3. Md Monir Hossain Melon says:

    Initially Apple throught that the car industry is potential market, but after enter the market Apple saw, Google already took first mover advantage (which may result from ineffective research), it might be.

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