Apple is undoubtedly an expert when it comes to making iPhones and iPads, but the tech giant seems to face some challenges when it comes to trying to make the iCar.
Since 2014, Apple has been working on ambitious plans to build fully autonomous (i.e., self-driving) electric vehicles, but we have yet to see a prototype of it. If Apple does end up with an electric car, its final product could be significantly different from what was originally envisioned.
According to the latest report from Bloomberg, the launch of the Apple car has been postponed again, and the earliest production is currently scheduled for 2028. In fact, Reuters reported a few years ago that Apple had planned to start producing cars in 2024. However, the production schedule has been pushed back to 2026, and now, it appears that this date has been pushed back by another two years.
According to the latest reports, Apple is planning to limit the level of its self-driving capabilities, according to anonymous sources with knowledge of Apple's car program. The initial idea was to develop a fully autonomous system defined by SAE International as Level 5.
However, due to technical challenges, Apple adjusted its strategy and decided to pursue SAE Level 4 capabilities, which means that its vehicles can only achieve full self-driving on specific highways. As a result, the design of the Apple car (also known as Project Titan) will also change, incorporating controls such as steering wheels and pedals, rather than driverless robotaxi.
Now, the Apple car's initial self-driving capabilities may be limited to "Level 2+", which is not the official definition of SAE, but according to the unofficial explanation, it has more features than the current SAE Level 2 system, similar to many new cars on the market today. Apple's goal seems to be to build a car that rivals Tesla in terms of sleek design, security systems, and user interface.
In addition, Bloomberg sources also revealed that Apple plans to gradually upgrade its self-driving system to Level 4 after the initial release of the vehicle. Obviously, for Apple, the priority at the moment is to actually build an electric car before thinking about the feature upgrades that may be offered in the future.
Apple faces multiple challenges
Ten years ago, Apple launched an ambitious project for a fully self-driving car called Titan. The project embodies the company's ambitious vision for the future of mobility, which aims to revolutionize the way people travel through fully autonomous driving technology. Over time, however, the project ran into difficulties that forced Apple to adjust its strategy.
Today, the Titan program has been significantly scaled back, and its autonomous driving capabilities are limited to Level 2+ systems. This means that although the vehicle is equipped with some autonomous driving assistance technology, the driver still needs to keep an eye on the road and intervene manually if necessary. This is similar to the self-driving option offered by Tesla's electric car, but apparently, Apple's original vision has been greatly discounted.
The development of autonomous vehicles has historically been a challenging task. In 2021, the departure of Doug Field, the head of the Titan project, undoubtedly brought an even bigger blow to the project. According to internal sources, Field was disappointed with Apple's board's conservative approach to project decisions, believing that the company had failed to provide sufficient support and resources to move the project forward.
At the same time as Field's departure, the Titan project had already cost a huge amount of money. These funds are mainly used to pay employees' salaries, software and hardware development expenses, cloud storage, and the construction of test circuits. However, despite the significant resources invested, Apple has yet to show any working prototypes, raising serious questions about the project's progress and future prospects.
Apple has always been known for launching innovative and eye-catching products, but the dilemma of the Titan project has exposed the company's dilemma in translating vision and technology into reality. At the same time, Apple's other new products are facing similar problems. For example, its latest Vision Pro virtual reality headset costs $3,499, but the product is not yet ready for the mass market due to issues such as market positioning and technology maturity.
Against the backdrop of declining iPhone sales, Apple's core business is also facing challenges. iPhone sales in January 2024 fell by 20% compared to 2023, which undoubtedly put pressure on the company's finances. At the same time, rival Huawei has achieved growth on the back of steady sales of its Mate 60 series, which puts Apple's position in the global smartphone market in jeopardy.
In addition, in the field of artificial intelligence, Apple also faces challenges from competitors such as Microsoft. Microsoft's firm investment in ChatGPT and AI chips puts it at the forefront of the field, while Apple is lagging behind in the development and application of AI technology. This caused Apple to briefly lose its position as the most valuable company, and its market value was surpassed by Microsoft.
In the field of electric vehicles, Apple also faces stiff competition. Tech giants such as Amazon and Alphabet (Google's parent company) are actively developing EV technology, while Chinese companies such as Huawei and Xiaomi have also ventured into the automotive space. In contrast, Apple's Titan project has been slow to progress and has failed to demonstrate a competitive prototype, putting it at a disadvantage in the electric vehicle market.
Predictably, Apple's self-driving car vision seems to have been sacrificed in this fierce competition. The company, which once led the way in technology as an innovator, is now trying to catch up with industry trends.
Security that's hard to ignore
Autonomous vehicles have always been a hot topic in technology and industry, and the dreams and potential behind them cannot be underestimated. Tech giants like Google have been investing decades in R&D, and entrepreneurs like Elon Musk see it as the future of the company. Public expectations for self-driving cars are also high, as evidenced by the advertisements of major car brands.
However, questions about autonomous driving technology have also surfaced. At present, the focus of the automotive technology field has shifted to safety. At this year's Consumer Electronics Show (CES), both established companies and start-ups showcased innovative technologies including 3D vision, night vision, driver fatigue detection and handwheel detection.
Valeo Group emphasizes the power of technology to save lives by improving road safety. By 2030, 90% of the world's cars will be equipped with driver assistance systems; Of these, 50% of vehicles will reach Level 2 or higher automation, while millions will reach Level 3 or 4 automation.
The level is a standard developed by the International Society of Automotive Engineers to measure the degree of automation of a vehicle, ranging from level 0 to level 5. It is important to note that Level 5 automation is equivalent to being fully autonomous by the vehicle, which is still a distant goal at the moment.
According to a study by S&P Global Mobility, consumers may still need driver monitoring in self-driving cars by 2035. However, there will be a significant increase in autonomous driving assistance systems designed to compensate for driver distractions or mistakes, which can help reduce traffic accidents,**
However, the development of self-driving cars has not been without its challenges. Currently, they are usually in the news due to accidents. For example, General Motors' Cruise, which is owned by General Motors, had its license to operate in California suspended after several accidents and ceased operations indefinitely at the end of October.
Tesla's Autopilot driver assistance system (Level 2 automation) has also caused accidents by potentially misleading drivers into believing that the vehicle can fully drive itself. The Washington Post reported in June that the "autopilot" model in the United States has led to 736 accidents and 17 deaths since 2019.
At present, the industry is divided into two development directions: one is professional users, such as companies operating fleets of robo-taxis and shuttles; The second is private users, who use vehicles with a low degree of automation. This divergence is driven by both safety and regulatory considerations, as well as the cost of Level 4 autonomous vehicles will increase by $10,000. However, for fleets operating around the clock, this additional investment quickly pays for itself through cost savings.
Mercedes-Benz has taken a significant step forward in the evolution of autonomous driving technology with the successful development of Level 3 autonomous vehicles. These vehicles are already capable of performing almost all driving tasks, but still require the driver to be able to take over quickly if necessary. Compared with Level 2 autonomous driving, there is a huge technological leap, and some experts even describe the gap between the two as wide as the Grand Canyon.
The ultimate goal of autonomous driving technology, Level 4 autonomous driving, is a fully autonomous driving system that does not require human driver intervention. However, it is not easy to reach this level. Autonomous vehicles of the future must have a high degree of situational awareness and interpretation capabilities, such as being able to recognize "slow down" signs on construction sites, understand police command gestures at intersections, and even distinguish between police officers directing traffic at crosswalks and pedestrians waving to friends.
D**id Fritz, Vice President of Siemens Digital Industry Software, emphasized that the realization of Level 4 autonomous driving requires dealing with a variety of complex and changing urban traffic conditions. He mentions that in urban centers like Manhattan, Chicago, or San Francisco, there are countless unexpected situations that can be encountered while driving. As a result, autonomous vehicles must be highly intelligent and adaptable to meet the challenges of these complex scenarios.
This challenge, which is the interaction of the car with other traffic participants on the road. Whether it's other vehicles, pedestrians, cyclists, or unexpected situations, autonomous vehicles need to respond in a timely and accurate manner. This may require the construction of specialized infrastructure in cities and towns to support the operation of autonomous vehicles.
It can be said that although self-driving cars have attractive prospects and potential, there are many problems and challenges in terms of practical applications, business models, traffic interactions, entertainment trends, and environmental impact. Therefore, while pursuing the dream of autonomous driving, it is also necessary to think more rationally and respond to these problems.