What would have happened if Apple had achieved its goal of building its very own automobile? Would the world of transportation be substantially different, in the same way that the world of work, particularly creative work, was transformed by the introduction of the original Apple Macintosh in 1984?
Arguably what killed this decade-long project was this absence of overarching change; an Apple car, however smart and beautiful, had no chance of enacting the kind of societal change brought on by, say, the iPhone. However, Project Titan, the purported name given to this overarching attempt at reshaping the sector, can’t really be called a failure. Apple’s learnings will be extensive, giving it a vast and invaluable insight into the future wants and needs of an industry that might just be on the slide.
