Apple Inc. is an American technology company that is known for its innovative consumer electronics. Founded by the famous duo of Steve Jobs and Steve Wozniak, the two grew the company by extreme innovation and always “doing the impossible”.
Fast forward to today, and Apple is the most profitable company in the history of human existence. The brand saw massive success with their computers and mobile devices, causing it to hit a record-breaking net-worth of 483 billion dollars. Due to their current worth, the company has the ability to invest in numerous products, spanning across any market. With recent confirmation of the iWatch production, we can see the company tapping into established markets and attempting to change them – something that Apple is well known for.
In recent news, it has been rumored that Apple is working on their own original car in a top secret project named “Titan.” According to AppleInsider, “Sources familiar with the development of “Titan” say it’s well beyond the concept stage, with serious work underway at a site located off of Apple’s Cupertino campus.” The current concept car features a futuristic design that incorporates sleek lines and ultra-modern styling. It will be fully electric, using a complex system of batteries, motors, and generators. The drivetrain is meant to recharge itself while it moves, which increases the range of the car and makes it more economical. Inside the cabin, the interior is simple and futuristic. Every control is signature Apple, taken directly from the interface of a Mac or iPad. Lastly, the car is being designed to drive itself. However, the technology to achieve this is still unknown.
Creating a car of this type will not be an easy task for the corporation. It will cost a significant amount of time and money to develop this type of car, and it will be very hard to manufacture it cheaply. (Apple can’t outsource manufacturing to China on this one.) Also, Tim Cook, The CEO of Apple, has stated nothing about the production of a car in their latest press release. With that, the Car will either stay a secret concept, or will not be released anytime soon.
Another challenge Apple faces with bringing this innovative car to the public is the young electric car market. Electric cars are still in their early stages, and few companies have successfully produced them. Tesla Motors was successful in creating a car that uses electricity because it performs like a traditional car. They were able to capture the essence of driving in a car that uses no gas and has no engine. Apple on the other hand will most likely focus on the technology aspect of the car, which will be very hard to sell. According to an authorized McLaren specialist at McLaren of Chicago, “An Apple car is not what people want. Car enthusiasts want high performance gas powered cars, and regular drivers want the simplicity and comfort of a traditional car.” This leaves Apple with the challenge of building a technology inspired car that appeals to the consumer.
Others believe that the iCar will be more of a novelty than a practical car. Carter Himley, a junior at VHHS, said, “An Apple car will be like an iPad on the road. It seems cool, but isn’t practical for most drivers.”
The Apple car leaves the company with a challenge. Changing the established car industry is a huge undertaking, especially since they are trying to change the car altogether. Apple, however, can probably come out with a product if they stick with the project.