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** 007 of the brand world
Author 007 of the brand world
Introduction:Apple has given up on the electric car project!
This is probably the most refreshing news that woke me up this morning. 
From 2014 to 2024, I can't imagine how much courage and what it means for Apple to abandon this decade-long, multi-billion dollar project.
But I think Musk, who "congratulated Apple's decision", and a group of domestic new energy brothers must have breathed a long sigh of relief, and secretly rejoiced in their hearts that "this product has finally swallowed".
Especially Lei Jun, who was nervously "clenching his fists" on CCTV a few days ago, this is probably the only "good news" after being frantically replenished by the new energy price reduction tide in the past few days.
Speaking of Apple's car, there are two other points worth paying attention to:
One is that the Apple Car team has nearly 2,000 employees who will move to Apple's AI division.
The second is that Apple will upgrade the CarPlay software and promote it to more models. In my opinion, there are two meanings in between:
First, it turns out that Sora not only overturned China's AI god, but also seems to have scared Apple a lot, and directly +2000buff to study AI.
Second, CarPlay, the biggest achievement of upgrading and building cars in the past ten years, shows that Apple does not completely stop building cars, and it is likely to be like learning Huawei's "car-making" ideas.
Then again, why did Apple abandon the tram project? In fact, there are not many products that Apple has actively or passively abandoned in history, from the early commercial computer AppleIII, the handheld computer Newton, the Macintoshtv that can't **TV, and the iMac Pro in recent years.
The reason why abandoning car building is a sensation is not only that new energy is an outlet, but also because car building is the most ambitious project in Apple's history, and it was once seen as having the potential to change the automotive industry.
But since Tesla stole the limelight, and then look at the current unrolled new energy market, there is really not much left for Apple cars to subvert changes. 
According to Apple's past tone of "the product is not amazing, I would rather die than launch", but I can also understand Apple's decision.
There is such an interesting story about the birth of the iPhone. As a perfectionist "paranoid", Jobs, who secretly competed with Apple's designer Wozniak to create an iPod that amazed the world, after the huge success of the iPod, at first, he hoped to cooperate with Motorola to build the iPod into the mobile phone.
However, when Jobs found that Motorola's phones were too ugly and that the clean design advocated by the iPod was missing from their phones, he was furious and scolded at the meeting: "I'm fed up with dealing with stupid companies like Motorola." ”
And so the iPhone was born. In Apple's product pedigree, such examples are not uncommon. This was the case with the iPad that later boasted a "killer innovation" and, more recently, Apple's headset Vision Pro.
Looking at the entire new energy track, as of now, when friends move refrigerators, color TVs, and large sofas into the tram to roll up, Apple knows that the only option that can make Apple's tram amazing to the world may be autonomous driving.
At the beginning of the preparation of the car, Apple envisioned an electric car that could drive itself fully without a steering wheel or pedals. However, as time went on, Apple realized how difficult it was to land, and at the end of 2022, Apple adjusted to Level 3 autonomous driving, retaining traditional car hardware such as steering wheels, brakes, and accelerator pedals. 
But when Cook decided to downgrade autonomous driving from L5 to L2 a month ago, and the release date was also extended to 2028, I knew it was yellow.
After all, by 2028, it will be almost impossible for Apple to use the "semi-autonomous driving" of the L2 to create an "iPhone moment". Because Tesla's difficulty in exploring self-driving seems to have dispelled the possibility that Apple will completely rewrite the rules of the game with self-driving.
Judging by the results of the project now, it is clear that Apple is still the perfectionist with a "creative cleanliness".
After all, from a reasonable speculation, it is a high probability event that Apple's ten years of technological precipitation is stronger than Xiaomi, which has sharpened its sword for three years. But in the end it is still better not to do it than to come up with a mediocre car.
I think Steve Jobs must have been pleased with this.
If you want to say that the car made by Apple is the most similar in China, Xiaomi is one.
This is not only reflected in the fact that they all have a similar business migration path from mobile phones to cross-border cars, but also in the same resolute attitude when the official announced the construction of cars at that time.
The Apple car is an important legacy of Steve Jobs's legacy for the next generation of product innovationShortly after the first iPhone was introduced, Steve Jobs had an idea for the Apple Car.
For this car-building project, called "Project Titan", Apple's initial goal was to start from scratch as it did when it designed the Mac and iPhone, and to create a product that completely disrupts the current industry, achieving all-round leadership in product design, use, and technology.
Within a year of its founding, the team had assembled more than 1,000 engineers.
And Xiaomi's car manufacturing has also been thinking about Lei Jun for a long time. As early as 2013, Lei Jun visited Musk twice and has been paying attention to the electric vehicle industry. And Lei Jun's determination at that time was also moving.
At the 2021 Xiaomi mobile phone press conference, Lei Jun choked up and said: "This will be the last major entrepreneurial project in my life, and I am willing to bet on all the achievements and reputation I have accumulated in my life to fight for Xiaomi cars." ”
It's just that ten years later, Apple withdrew from this doomed car-making game in the same decisive way, and Lei Jun fell into the dilemma of Xiaomi Su7 pricing in the ** "backstab" of friends.
Apple has spent ten years of hard work to understand a truth:The tram is the surface of the future world, and AI is the underlying logic of the future world.
Among them, Open AI's two king bombs, ChatGPT and Sora, have at least accelerated the transformation of Apple's way of building cars.
As Li Xiang said: if the car is made and successful, Apple will increase its market value by $2 trillion, but the necessary condition for the success of the car is still artificial intelligence. The electrification of cars is the first half, and artificial intelligence is the final.
So Apple turned its head and saw that it was still Huawei's car-making path - it took the "soul" of the car manufacturer. 
For now, Apple seems to be betting on CarPlay, aiming to participate in the electric vehicle industry through partnerships with automakers rather than direct competition.
As for how successful Carplay will be like Huawei? At least it's not as close as Huawei's ** to automakers. However, for the new energy industry that is in full swing at the moment, it is difficult to evaluate which is better or worse, and it can only be said that it is a beneficial exploration.
As the biggest achievement in the field of car manufacturing so far, Apple released a new generation of CarPlay at the beginning of the year. Some users commented: CarPlay is one of Apple's greatest inventions, which laid the foundation for the current form of car-machine interconnection, and the stability and response speed are first-class.
And isn't this exactly what Apple wants to create for users through technology? Although the car is yellow, Apple maintains the dignity of a tech company.
Today, Porsche and Aston Martin are the first car manufacturers to feature the new generation of CarPlay, which is not only a testament to Apple's technology, but also a recognition of the impact of their products in the premium market. This decision is seen by the outside world as Apple's deep investment in the automotive market, and it also allows the car manufacturer to bring more innovation, but the success of this strategy will take time to answer.
Apple, which has embarked on the path of "Huawei-style" car manufacturing, can be regarded as recognizing itself, but the war with Huawei may be more fierce in the battlefield of new energy. For Apple, its former "intended acquirer" Luo Yonghao once commented that in the field of pure technology, Apple's contribution to mankind is almost zero. Apple is a solution integrator, not a technology innovator, but Steve Jobs is still great.
For Lao Luo's comment, my feelings are very complicated. But as far as the matter of building a car is concerned, it is also a yellow car building, why do I only think that Apple is great?
On the one hand, as I said earlier, according to the precipitation of Apple's ten years of car making, as long as the requirements are not so high, a best-selling car that "cuts leeks" can be built in minutes.
But Apple didn't.
Compared with the bizarre domestic "PPT car", Apple's abandonment itself seems to be more respectful.
On the other hand, the same is car manufacturing, and domestic new energy has deduced the Internet subculture outside of business
Jia Yueting's "return to China next week" has become a joke, Weima, Gaohe and Nezha are arguing endlessly on the issue of paying employees salaries and bonuses, and some people even threatened: Some people are not used to living a hard life, and it seems necessary to pass on the cold to everyone.
You see, it is also a story of success and defeat, and the failure of the Apple car is at least limited to the discussion in the technology circle, whether it is much more decent.
For decades, whether it is Apple or Steve Jobs, people's evaluation of its "greatness" has always been inseparable from the commercial success of products such as the iPhone.
When Apple entered the Cook era, "innovation was not so subversive", "Apple has completely become a mediocre commercial company"...There is also a debate about whether Apple is still great. To be honest, I thought so before.
But this time, when the Apple car was declared a failure, I suddenly found that Jobs was still standing at the crossroads of humanities and technology and looking back at today's Apple. And the apple is still the same apple. Following Steve Jobs's admonition that "innovation is the only criterion that distinguishes leaders from followers".
A young woman tried to evade the thought police, and when she saw that the **person was giving the crowd** on the big screen, she smashed a sledgehammer into the screen. ”
This is the plot of Apple's legendary advertising masterpiece "1984" 40 years ago.
The implicit implication of this ad is that Apple's products are liberal, rebellious, and counterculture, and they are like fighters who face the encirclement of big business and dare to resist.
And Apple's resolute withdrawal in the current new energy era is another footnote to Apple's greatness. Hotspot Engine Program