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Apple abandons plans to build self-driving cars

Writing for the New York Times, Daisuke Wakabayashi recently recounted how, as new employees were introduced to Apple’s clandestine efforts to build a self-driving vehicle, they were told that they had the privilege of being involved in a major Apple breakthrough —a car that will eventually turn the automotive industry on its head.

Nowadays, however, the company has become more realistic. It has put any idea of a self-driving Apple car on ice and is instead merely researching self-driving technology.

The company is planning a self-driving shuttle service that transports workers from one Apple building to the next. This will most likely be a commercial vehicle from a car manufacturer which Apple will utilise to test its self-driving technology.

The New York Times discussed the mistakes that forced Apple to scale back its plans for a self-driving car with five individuals who are familiar with the company’s autonomous car project, code name “Titan”.

From the start, those involved with Project Titan tested features such as silently closing motorised doors and ways to design a car without foot pedals or a steering wheel. They also worked on adding augmented reality or virtual reality into the vehicle’s interior display.

Apple quite literally tried to reinvent the wheel — Project Titan examined the possibility of replacing traditional wheels with spherical ones, similar to a globe, because these would allow for improved lateral movement.

Reportedly, the scaled-down project will align the Cupertino-based tech giant more closely with similar technology firms that are also researching self-driving cars, but Apple itself doesn’t plan on building any.

The revised programme is known as PAIL, or Palo Alto to Infinite Loop, based on the street location of the firm’s head office in Cupertino, which is a couple of miles from Palo Alto.

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About the author

Chris

I've been a passionate evangelist for Apple and the Macintosh throughout my working life, my first love was a Quadra 605 working with a small creative agency in the south of Norfolk UK in the mid 1990's, I later progressed to other roles in other Macintosh dominated industries, first as a Senior graphic designer at a small printing company and then a production manager at Guardian Media Group. As the publishing and printing sector wained I moved into Internet Marketing and in 2006 co-founded blurtit.com which grew to become one the top 200 visited sites in the US (according to Quantcast), at its peak receiving over 15 million visits per month. For the last ten years I have worked as an Affiliate and Consultant to many different business and start ups, my key skill set being online marketing, on page monetisation, landing page optimisation and traffic generation, if you would like to hire me or discuss your current project please reach out to me here.

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