The Apple Car - A $10 Billion Failure

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With $10 billion spent, Apple's secretive car project has been cancelled, but what went wrong, and why did they want to make a car? In this episode we find out the confusion and chaos behind the scenes.
Sources: docs.google.com/document/d/1G...
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Producer: Dagogo Altraide
Writers: Tawsif Akkas, Dagogo Altraide
Editors: Brayden Laffrey

[@nicolaspaesi2846]

It’s because it couldn’t have windows

[@milkybar06]

😂

[@mariusnenu]

Ta-bum-tsss

[@Opalcutspeter]

This deserves alot of likes 😂😂😂

[@protogenxl]

Actually they just couldn't figure out how a person would be able to flip it upside down and plug in the charger

[@urip_zukoharjo]

If you can't have windows, then you should just have one large and long window

[@ApocaIypse666]

Charger is not included

[@train_xc]

Tires, seats sells as accessories

[@twenty-fifth420]

Apple Pricing: Charger: 99.99$ per month. Tires: 599, 2999 for a set. Seats: Free, except for heated seats, that cost 199.99 per month, unless you buy an IPhone with the ‘Hotseat’ app, then it is 198.99 per month.

[@LazarusStr]

Zing 😂😂

[@yousuff1]

Gets slower after each update

[@kurtkurtson9111]

"Batteries not included"

[@vulcan4d]

Thank god. Knowing Apple, they probably wouldn't let you even change your own light bulb in the car. You would need to book an appointment with an Apple specialist, and in one week they would sell you a refurbished car instead of changing the bulb.

[@y000ks]

Let’s be real 99% of people take their car to the dealership for a light bulb now 😂

[@_BangDroid_]

Same with tires, they'd be custom spec with insane markup, special order only, and probably some proprietary fitment.

[@_BangDroid_]

@@y000ks By choice, but you can still DIY if you want to.

[@tonyduncan9852]

Vampiric. There are a few benefits from losing blood, but nothing's permanent..

[@demonofthefail]

So many car companies are like that already. I mean you can’t even open the hood and touch the engine on a Porsche.

[@ninjanerdstudent6937]

If you cancelled your rental subscription, the brakes would stop working.

[@wolfie8012]

Catastrophic car accident: "Siri, call 911! 🙏" Siri: "I found this on the web for 'call 911'"

[@tvm73836]

😂🤣

[@bruxi78230]

Siri doesn't need to be involved, the phone already dials emergency services in an accident and relays the location.

[@ashesfrombones]

Siri : 911 is a tragedy happened in the year 2001, where terrorists hijacked 2 planes....

[@wolfie8012]

😂😂😂@@nebylicza

[@Mahlak_Mriuani_Anatman]

​@@ashesfrombones 😂

[@thanos879]

The tires would’ve had a proprietary connector mechanism. A new set of Apple Pro Rubber Wheels™ would’ve cost you $10,000 for each wheel. And you’d get a permanent warning on the screen if your tires weren’t authentic.

[@Kredo800]

You missed word "only" before $10,000

[@qud3913]

​@@Kredo800 at that price, with the Apple logo, it's basically a steal!

[@stonward]

Excellent!

[@BeachLookingGuy]

Good. This world doesn’t need another +100k$ disposable car that’s impossible to repair on your own.

[@Asfgxff]

Ironic how iPhones are more repairable than the Samsung androids.

[@itsarin2166]

​@@Asfgxffhardware replacement wise iPhone is easier based on iFixit scoring. However, the one problem with iPhone repair is that dumb proprietary software when you do third party repair which removes some feature for the screen and battery, and for some reason even genuine parts still cause problem to the Apple part pairing software which ended up removing features like True Tone, Auto Brightness, or Battery Health data.

[@JM-st1le]

So??

[@boozecruiser]

@@Asfgxff Samsung is dogshit too, no need to go into fanboy defence mode bud

[@ivoryas1696]

@JM-st1le Are you replying to the person above you?

[@_symmetry_]

9:17 "a sub 100 000$ standard car." Imagine living in a world where a 100K$ car is considered standard.

[@abdulhameedal-sikafi8944]

Cars are the most overrated crap when it comes to pricing.

[@monicarenee7949]

For “luxury” 100k is sadly becoming the standard

[@lzh4950]

Maybe in countries where car taxes are high e.g. it's 200+% in Singapore so a Corolla there costs S$160k (~US$120k) while an entry-level S-Class costs about the same as a Citaro public bus (which are tax-exempt)

[@lucasglowacki4683]

Probably saved them a $100 billion not to actually produce it😂

[@Boogieeeeeeee]

Exactly what I was thinking: better a 10 billion project flop than a 100 billion production flop

[@KROMO50]

They would have charged 150 billion for it

[@jt25JT]

@@KROMO50 And sued for 300 billion

[@salty_berserker_channel]

Tesla got this, all the way to the bank

[@jkfang]

Apple has so much cash, 10B is like a small blind in a poker game

[@0qqY]

o noes my front light is broken, guess its time to buy a new car xD

[@EdwinCristobal]

They make un-fixable unmodifiable phones.. wouldn't surprise me if they also made their car that way. Just like ferrari.

[@volundrfrey896]

That's essentially a tesla though.

[@bowdlerise]

Error 666: Not enough Apple social credit tokens to upgrade

[@limitbreak2321]

​@@volundrfrey896 😂yeah Tesla is the only ev car maker

[@rmkensington]

New headlights easily cost $8000

[@pgbrown12084]

Warranty voided for opening the glove box

[@Erickruiz562]

Transfer of wealth usually occur during market crash, so the more stocks drop, the more I buy, in the meanwhile I'm just focused on making better investments and earning more as recession fear increases, apparently there are strategies to 3x gains in this present market cos I read of someone that pulled a profit of $350k within 6months, and it would really help if you could make a video covering these strategies.

[@MorganGarner-bk]

For the average individual, the tactics are rather demanding. Actually, most of them are effectively completed by professionals who possess the necessary knowledge and skill sets to carry out such trades.

[@BeverleeR.Ziegler]

a downtrend offers an equally high-yielding avenue if you have the necessary skills and knowledge. This is why I've been using an investment advisor to scale up during this difficult time, and it's the only way I've been able to raise up to $150K in the last six months. It all comes down to technique. The downtrend gives you room to focus on the market and grow-substantially whether in the long or short run.

[@BeverleeR.Ziegler]

One of the fiduciaries I deal with is Alicia Ann Jordan. Just check the name. There would be a letter with the necessary information to set up an appointment.

[@phreak761]

SCAM

[@Funglutton]

SCAM

[@setsunaes]

"If you think about a car, what is a car? A car has batteries, a computer, a motor and a mechanical structure... IT'S AN IPHONE! It even has a motor inside!!!! We just make it bigger, slap some wheels for good measure and a subscription based windshield wiper and yeah, apple car!!!!! We know how to do it because we already do!" That right there is pure comedy material

[@pierrex3226]

The hubris in that statement is crazy. If there's one take away from Musk's biography by Isaacson is that production at scale is incredibly hard. So with a statement like that, saying building a phone is like building a car, they had already lost.

[@danielhale1]

Right!? This doofus expertly telegraphed the failure. Their management had no idea what they were doing.

[@Cheepchipsable]

That the kind of thing Musk says. "Hey, it just like an air hockey table!!"

[@philv2529]

Lol subscription windshield wiper

[@slaapkonijn58]

Yeah you just hear the salesperson say it. With all the engineers in the background slapping their foreheads.

[@MJ-27]

If Apple made cars each part would be sold separately

[@arden6025]

Real 😂

[@Mustachioed_Mollusk]

Proprietary tires and windows no one else makes...it'll start expensive and keep going that way lol

[@scroogemcduckrich9705]

😂😂😂 and they would slow the car down after 4 years when the new model comes out

[@itsjustdave77]

Lol

[@EdgyNumber1]

You'd need a dongle for it though.

[@Pretzil43]

"This guy has an odd accent, I wonder if he's Australian?" Dagogo: "Cheers guys, have a good one " "YEP"

[@mariedevan]

I believe he is from New Zealand

[@Pretzil43]

@@mariedevan Nah, that would be "Cheers bru, ave a good one ay cuz"

[@mariedevan]

@@Pretzil43 he really is from NZ. I’ve watched his videos for years 😆

[@Pretzil43]

@@mariedevan And you're basing that on what tho?

[@leonfrancis3418]

Is he aboriginal descended?

[@yash1152]

7:00 > _"project titan"_ it was destined to be a big sinking ship right from the start

[@GraveUypo]

that's what i was thinking. i don't think a "project titan" ever made into production

[@jai-kk5uu]

It was fail ic

[@NPC_averagemale003]

Add an extra 25mph top speed for only 1999$

[@chiquita683]

Like Tesla?

[@smaaack]

25 extra for $2k is a bargain

[@volundrfrey896]

@@smaaack Yeah car guys out there are spending way more to add way less.

[@iteerrex8166]

Hey come on it’s an apple, it would be more like $20K

[@andersvesterholt2170]

Tesla literally does this

[@louis-philip]

"One of the key drivers", "Pull the plug", "Reaching the finishing line", the puns game is solid in this episode!

[@rjung_ch]

"Issues under the hood" and others 🙂

[@JamesKennedy33]

When someone leaves they're no longer "driving" the project forward too 😂😂

[@anticarnick]

I'm of the same Accord. It was a great Fit with the puns about this this Pilot project in Civic engineering was an Odyssey. Sorry, this turned into my Passport for jokes of my own.

[@Mahlak_Mriuani_Anatman]

Love this comment section

[@bondgabebond4907]

The only integration in a car I want to see is an engine hooked to a transmission that has a set of gears selected with a stick shift and clutch combo. I want to see just enough gages to safely operate the car (tach, spedo, temp, battery/charge). I want comfortable supportive seats, roll down windows, and A/C and heater. That's all. Package that in a somewhat small two-seater sports car and I am more than happy.

[@manamedia]

Outstanding report. Thank you for producing.

[@techdemystified3584]

"Even before Apple could start the ignition, there was trouble under the hood". Well played Altraide!!

[@robertthomas4329]

No ignition. It’s electric.

[@shupesmerga4694]

*Apple Car gets a scratch* A local repair shop does a paint job. *Apple Car won't start* Apple Car Screen: You have used a third-party paint. Only use an authorized Apple paint.

[@jai-kk5uu]

More realistically: car won't start On screen: unbalanced weight. Contact support.

[@hungnguyen-so7ou]

tires also need authorized Apple air

[@thepenguinsrafterme]

We have Waymo cars here (Phoenix) with no drivers. Pretty jarring at first but I’m totally use to seeing them now. Still think they are neat.

[@byrons8956]

I'm glad you mentioned that Apple didn't say this 'will' be a product. Another issue that would have come up is that other car manufacturers would stop supporting Apple CarPlay. It's going to be hard to have human driving and fully Tomas (if we get there) on the road at the same time; I've seen so many human drivers doing things that confuse other drivers; an autonomous one would probably have a more challenging time figuring out what's happening.

[@MusiciansRule07]

I'm just imagining the car "mysteriously" malfunctioning when Apple came up with a new model of the car.

[@Cheepchipsable]

"We had to turn off the wheels to make you battery last longer...You're welcome!"

[@jimmyw7530]

Yeah, but it would have worked perfectly with full software support for 5 plus years though. Meanwhile, the Android car stopped getting updates after 2 years and is essentially a buggy mess now that doesn’t move 😂

[@inviktus1983]

The battery drains faster and it doesn't drive as fast as it used to If Apple/Microsoft made cars was a joke in nerd circles in the 90s. its hilarious to see it almost become reality

[@Spoonfed78]

@@jimmyw7530 🤣 it's ok you can buy yourself a Xiaomi car to help break from the cult. Yes like most other companies more abilities than Apple 🤣. Even when they prove themselves useless with the most money in the world their church members still have to crack at others for their own inability. You do realise that a number other phone manufacturer offer longer (7 year) update support than iChurch right. Oh and even lower specs brands can last well out to 5 years. Don't let facts get in the way of the heart break one will never pose around in the church of Tim's pope mobile 🤣

[@jimmyw7530]

@@Spoonfed78 Got one! I love baiting the Android zealots. I don’t buy into your brand tribalism. I’ve had as many Android phones as iPhones over the years. Plus I own a Mac and several PC’s. Congratulations, you sound ridiculous dude 😆

[@MagicNumberArg]

But would it become slower with each software update?

[@raddastronaut]

Nah, it would just brick. 😂

[@Shadow__133]

This ⬆️ I use the same ipad for the same things (youtube, kindle and email). However, after 3 years, the darn thing decided; to do everything at an elderly pace 😂 Ridiculous.

[@koladeomolagba]

Good background music,good voice and audio quality,good illustrations.Dagogo you are the best

[@macfin4862]

There was so much talk a decade ago about retraining truckies etc for when driving was obsolete, saying retrain in coding etc. Funny bow that we're in the future it feels like all that type of work is under threat, but good old fashioned labour like driving is still needed.

[@HomeAutoBuddy]

Must be a nightmare to repair an Apple car that doesn't like right-to-repair. Take the car to the nearest Apple store, ask someone at the Genius bar and get an repair estimate that will make more simple to buy a new model everytime you have a scratch or need to change a light bulb...

[@bawbsmith]

You have it backwards... Many car manufacturers, and pretty much every luxury car manufacturer even today, have pulled scummy moves like non-standard parts, voiding warranty if your car was repaired by a non-authorized garage, charging exorbitant fees for basic maintenance, etc. for decades even before Apple was a company. Where do you think Apple got their ideas from? The term "planned obsolescence" was coined by the automotive industry to begin with.

[@johnsmith-cw3wo]

@@bawbsmith I think it was Mercedes in the 60's who by mistake built a car that can last ''forever''

[@socksumi]

Apple will no longer support it after 4 or 5 years and tell you to buy a new one.

[@MephiticMiasma]

@@bawbsmith Have you checked out the history of light bulb production in the early 20th century?

[@bawbsmith]

​@@MephiticMiasma Yes I'm aware (great Veritasium video). The automotive industry was first though, dating as far back as 1924.

[@HansMilling]

How nice, that a company with no plan to make a car, can have 250 patents, that can potentially block other car manufacturers from improving their cars. The world is strange.

[@pvshka]

Copyright shouldn't even be a thing. All of the intellectual achievements should be freely distributed to the humankind.

[@alexandruciordas4941]

it's OK China would use those patents as they don't care and get shit done. Instead we will buy from them and lose our industry.

[@Whiteboykun]

I own a patent from back in university. It's nothing you'll ever see on store shelves. Patents are definitely a cutthroat business. When I applied I got swarmed with accusations of stealing other people's ideas by organizations all over the world. Some were baseless, nearly all didn't do due diligence and fucking READ what my patent was. It was kind of a headache and I was just a little shitkicker grad student with a new kind of device in my lap. And then there's patent evergreening which unfortunately EVERYONE does. You can act all noble and caring and not engage in the practice, but dozens/hundreds of corps. will just rip you off and do it for you. You have no choice but to play dirty like everyone else.

[@Whiteboykun]

@@pvshka So we should just invest millions/billions of dollars, years/decades of research into something and just be like, 'ayy lmao here you go! don't even trip it's on the house'.

[@pvshka]

@@Whiteboykun yep

[@3204clivesinclair]

Can you imagine the cost of the genuine (required) Apple charging cable!

[@skyMcWeeds]

I love the Cold Fusion community, as expected the comments section mirrored what I was thinking about an Apple Car. Absolute golden comedy and great puns by Dagogo 😂😂😂

[@Lutz64]

An arms race between tesla and apple to make the first fully unrepairable car.

[@noelht1]

Apple spending $10 billion is the same as me spending $1

[@HailCaesar-lm4bq]

O’ and Joe spent u to oblivion with EV subsidies . Your future up in smoke 💨

[@mazimadu]

More like spending $1000. It is a trillion dollar company after all

[@ceasetheday87]

I realize you are exaggerating but you do realize that is billion with a B? $10 billion to a trillion dollar company is not cheap. Most companies don’t reach billions of dollars. It’s probably closer to the average person spending $1000-$10,000.

[@SofaKingShit]

It's not worth an Apple execs time to stop and pick up a $5 due to lost income.

[@migovas1483]

is 10 billion of actual money, and they are worth a Trillion, but doesn't mean they have that as the whole budget ..also mostly speculation and shares, is not "real" money, be sure if tomorrow they want that Trillion to be money they would loose like half or more on the chaos..

[@ianmyles9025]

It's just standard product development ? - not everything comes to market - to characterise it as a flop reflects a lack of understanding product develoment.

[@N_eLOS]

When word broke out that General Motors Holden was shutting down their engineering capacity, an Apple HR team came out to Australia and conducted interviews with engineers and CAD draftsman from Hotel Rooms. One of the assessments they would do is ask the engineer to redesign a Zipo Lighter. Tesla also got in on the action but it wasn't lost on the engineers that Tesla pay you for 9-5 hours 5 days a week but you were expected to work weekends and after hours to get the work done. I can only recall 1 engineer going over to Tesla but I don't know how many went over to apple.

[@waynerussell6401]

Tesla received 3.6 million job applications last year. Its harder to get a job at Tesla or Space X than getting into Harvard. Money is not the motivator at Tesla - its Mission driven, with a culture unlike any other company.

[@N_eLOS]

@@waynerussell6401 that’s now, not back in 2014

[@waynerussell6401]

The culture has not changed from 2017 when GM pulled manufacturing from Australasia. Engineers who seek out Tesla know that they can have an effect on the future and their work has a far higher chance of going into production than anywhere else. The lack of hierarchy, the instant finance availability, the small group work, the emphasis on software and data, the ability to have ownership in the company through discount share options - do not exist at GM or Apple. kzbin.info/www/bejne/i5qllGepaa-clZo kzbin.info/www/bejne/l4TMe2ePibCrnK8

[@MisterMcHaos]

I'd've thought that if Apple made a car and it broke, they wouldn't allow you to fix but would expect you to buy another one.

[@mylesgray3470]

Nah, you could take it to the Apple Store and change the touchscreen windshield, but would cost more than the car was worth. Might as well trade it for a new one. 😂

[@G_de_Coligny]

It’s called Tesla….

[@Spoonfed78]

Nonsense, you're simply driving it wrong 🤣 When on a tilt tray the fan boy owners would still claim it's not broken it's just "on display"😂

[@larryc1616]

Buy the extended warranty AppleCar care 🍎 🚘

[@BogeyTheBear]

That's Tesla all right. They make all of their components in-house and exclusively for new production vehicles, not as spares to be sent out to service centers to repair damaged components. Trash a door or a bumper on your Tesla, that's a five-figure repair bill and a months-long wait for them to finally release a replacement part off the assembly line. It'd be quicker and easier (for _them,_ of course) if you just got a new car instead of trying to fix the old one.

[@DaveDorenbergVeltman]

I would love to hear louis rossmann ranting about that apple car once it would have sold. 😂😂

[@PsRohrbaugh]

"what do you mean each tire is a unique part number?"

[@MephiticMiasma]

Something tells me that servicing it would have been a problem....

[@vidal9747]

@@PsRohrbaughright to repair is already a thing in most countries for cars. We just need to make it mandatory for EVERY SINGLE ELECTRONIC DEVICE.

[@Mytwistedvoices]

Hello everyone, today we will look into fixing an Apple car that won’t power on.

[@billallen1307]

I had to wait for an iPhone commercial to play before watching this video.

[@scrubvision5652]

over prices garbage rectangle

[@viniciusuchoas8385]

background music: Richard Spaven, Vincent Helbers Feat Jonas Lonnas - 1750 (Outra)

[@ShaneTheBane]

No way would a single dude leaving result in a company stopping a project worth billions. If he had that much pull, they would've raised his pay to keep him. Odds are, he was made aware earlier than others of the possible closure of the program due to other reasons, and he decided to find another job in the same field before that happened.

[@TheBooban]

You think it’s money that motivates Ives? Hardly. At this level, money is not more than points in a game, just status.

[@ShaneTheBane]

@@TheBooban you think the second largest company in terms of how much money they make *doesn't* care about money at all? Lol. You don't get to that point without caring about money. Also, they are a publicly owned company. That means by law, they HAVE to care about money

[@TheBooban]

@@ShaneTheBane we were talking about a person, not a company. You said they have raised his pay to keep him. He wouldn’t have cared for that.

[@ShaneTheBane]

​​​who are you talking about? The person I was talking about them wanting to keep would be DJ Nevotney, the person mentioned in the video as one of the key people of the project that left it. That's who I was talking about in relation to giving a raise. Not Ives

[@TheBooban]

@@ShaneTheBane oh. Well, probably ditto for him too.

[@RenaissanceBro]

Problem with corporations, they want to be involved in everything. Smartphones>videogames>streaming>TVs>cars>social media,...

[@cttommy73]

Cause they want to own you. Own everything, own you.

[@scroogemcduckrich9705]

well multiple revenue streams is beneficial to a business. But I take your point

[@taylarogers313]

I agree!!! Do one or two things and get them right!!!

[@amel0]

Main reason is that expanding your business keeps it relevant and also doesn’t stagnate growth. Apple wouldn’t have been so popular if they only sold iPods and iPhones since the 2010s

[@garystinten9339]

They want to be your gods..

[@331SVTCobra]

Top five reasons the apple car failed: 5. Autonomous Software lead developer demanded that the car remain in left lane at one mph below the speed limit. 4. End User Agreement was basically the same as that South Park episode 3. Couldn't stop Siri from saying "I think we should ask for directions" 2. in hindsight the project manager's statement "when you think about it, an iPhone is the same as a car" should have been a red flag. 1. Anyone dumb enough to want autonomous driving would just take the bus.

[@alexanderm23]

I used to run a design research lab for the connected car at a major tech firm. I can confirm it's common practice to test an idea by having someone pretend to be the technology, because you need to know the idea is good before all the invesent of time and money. You can't wait till the tech exists before testing the ux. We call it a "Wizard of Oz" test. .

[@sickomode6440]

Apple would probably charge a monthly subscription fee to use the car 💀☠💀

[@user-uk9er5vw4c]

SaaS is the future, like it or not

[@TheHandOfGovernment]

That’s called a lease

[@Flightcoach]

On demand ride sharing. That's the future

[@AaronSmith1101]

Apple doesn’t charge a subscription fee when you buy any of there other hardware products. So you just don't like Apple.

[@sasmit.9846]

56 hours in emerald? were you in the battle frontier?

[@precursornews9131]

Apple could be the first to start the trend of car micro transactions and people would defend them. Scary stuff.

[@volundrfrey896]

Tesla already have micro transactions in their car though. You want to "unlock" the full car you bought, that's just a "small" payment away. Will that stay unlocked when you sell the car? Nope.

[@David-Zita]

scary my brother, it's a cult system

[@MetallicReg]

@@volundrfrey896this was the reason why Apple dropped it. Tesla has stolen their revolutionary milking system.

[@YoungAsznee]

Tesla and Benz does it already iirc

[@volundrfrey896]

@@MetallicRegI mean Apple doesn't have microtransactions. That's the one thing you shouldn't criticize them for because they don't do it. Telsa and other car manufacturers does.

[@bryansmith1920]

I'm a retired Brit HGV driver(on roads NOT stroads)just before I retired a large Supply chain co. I drove for, started to, experiment with software/hardware, that had input into the vehicle controls, which led to Sudden braking/acceleration, In a 44ton truck on the M6/M25 in rush hour, drivers refused to use said vehicle,

[@deanherron3805]

10 BILLION IS PEANUNTS TO THE CAR INDUSTRY

[@FallenRaven]

I was excited for this. But after working in different autonomous driving projects, I thought that this technology won’t go anywhere until a better sensing and recognition technology come out. The algorithms we currently have simply won’t cut it in real-world applications. I think I’ll stick to getting a hybrid instead. Still better than most EVs when it comes to mileage.

[@slmille4]

I don't understand why Apple would spend billions on a conceptual car, but not millions to buy Masimo in order to not have to disable the blood oxygen sensors on the Apple Watch...

[@navdeepsugandhi6476]

Ego

[@emanggitulah4319]

Because they can... And need to justify their expensive lawyers

[@maxweinbach3996]

Did Masimo entertain offer for sale?

[@bruxi78230]

@simille4 --- It's really simple. Apple understands math, and you don't. Masimo currently has a market cap of 7 billion dollars. If you really wanted to buy them it would cost an addition 25%, so now you're up to around 9 billion. That's way too much to spend on a feature like blood oxygen sensors. The payback on that is never.

[@pitech4446]

Apple got cocky and thought it was easy to make a car and make tons of money from it. They missed calculate by hiring a FORD engineers to be their head. Anything coming from FORD is dead. Secondly, they thought having a lot of people working on Self driving can solve self driving but they are wrong. Third, they don't have manufacturing to build their car. In china an EV startup can have a car manufactured easier because they have tons of supplier and manufacturing. So happy Apple got humbled

[@yonatan09]

I am glad i waited to watch this thing from you. I was seeing so many vids in my feed about this.

[@NERGYStudios]

Cannot be happier. The last thing we needed was a car that cannot be repaired.

[@leeyu1692]

We should be getting a new car model every year. Save the repair money for the new one.

[@sygad1]

was the charging connector underneath the car?

[@blakksheep736]

6:27 I appreciate the Siri slander. 😆

[@rars0n]

It makes sense on a certain level for Apple to want to launch a car product, however I think this is a very mature industry which makes manufacturing to the level of Apple's high standards very difficult. Apple also doesn't like launching loss-leading products, so they would want to sell something that would add profit to their business. Doing it alone would probably skyrocket the cost and probably result in them still falling below quality standards, so the only way this ever made sense was for Apple to partner with an existing manufacturer, one that is premium enough to satisfy the quality requirements such as Porsche. Apple was right to dismiss Tesla as Tesla manufacturing is nowhere near the quality level of most car makers, let alone the premium brands. Apple probably doesn't necessarily _want_ to own the manufacturing facilities, either, so paying a premium to partner with an existing manufacturer makes financial sense. However, the obvious question becomes what will Apple offer to separate their car from other brands beyond the Apple name? I imagine Apple was struggling to answer that question. I also would guess that they, like many others, suspected that fully autonomous vehicles would be arriving much earlier than they actually are. The technology just isn't there for safe, fully autonomous vehicles and it's anyone's guess as to when it will be, if ever. Unlike Tesla, Apple doesn't promise things it can't deliver and generally doesn't bring a product to market before it's finished. Launching a half-baked car that is like every other car would have been a big mistake. I imagine they'll revisit the idea at some point, but probably at least a decade or two from now.

[@DownUnder43]

High Standards ? 😂🤦

[@rars0n]

@@DownUnder43 At least where fit and finish is concerned. "Premium feel." Ignore all of the critical design flaws, their users don't care about those.

[@johnafish]

Had they produced it and it flopped then it would have been a failure, but to spend ~1% of profits on a project that was ultimately canned is not a failure. This is part of the cost of doing business & exploring new markets. U-turns in business should not be seen as negative, the ability to evaluate new information and change your mind is a sign of strength, weaker management would often continue because the sunk-costs make cancellation the hardest choice.

[@8LegoVogel8]

You could also see it: In a time where electric cars get hyped, and thus emerges as a market. Being competitive in that market and understanding what's needed to sustain said market, you build a car from scratch, analyze what components go in. When your car "fails" you can still compete on a component-level in manufacturing. A thing they've learnt from the chip crisis in '18/'19 is to create your own processors.

[@LudosErgoSum]

When it mentioned they had plenty of patents, I was certain in my hunch that this was another "patent grab" to squeeze out money for obvious solutions down the line.

[@snorttroll4379]

Shud be illegal

[@elusiveruse832]

The pitch sounded like a bad con job.

[@CF542]

I never believed these rumors from the beginning. Making a car is easy, relatively speaking. Apple simply would not be able to spin up the manufacturing, sales and service structures the way that other car makers have in place with decades of infrastructure and experience they already possess. Some companies just need to stick with what they do best.

[@aldrin6278]

If a component fails, you have to replace the whole car!

[@DMahalko]

The Apple branded 12 volt battery is serialized to the car.

[@lemdixon01]

I'm reminded of Dyson wanting to make a car and scrapped the idea

[@TheManOfTheHourEveryHour]

Dyson not making street sweepers is the biggest missed layup ever 😂😂😂😂😂

[@PvtAnonymous]

@@TheManOfTheHourEveryHour imagine if Kärcher made a car :)

[@mylesgray3470]

I would think they could make a hovercraft. 🙂

[@Cheepchipsable]

Briggs and Stratton made an electric car. It was on Jay Leno's Garage.

[@coldestbeer]

Well they did make the Dyson sphere

[@glanyan5462]

Steve Jobs talks to someone about a car and we get "20 years ago Apple was thinking about making a car.". Dang, when I was 7 years old in the 1970s I thought about making a car, a spaceship, a time machine, a robot, etc... I guess I was ahead of them all.)

[@pikestance8851]

I think a lot of people thought that automation was just around the corner only to discover it is far from it. I personally do not think automated cars are feasible unless nearly all cars are automated. There is no way an AI can predict the behavior of unpredictable human behavior. Despite what people want to think the AI is not nearly as "smart" as they think it is.

[@AgentGold-AI]

00:00 🎥 Introduction to the video 00:07 🍏 Story of Apple's attempt at a self-driving car 01:43 📉 Bloomberg report on Apple winding down the EV project 02:36 🔍 Exploration of Apple's car-related patents 03:08 💡 Elon Musk's offer to sell Tesla to Apple 03:14 🤔 Speculations on Steve Jobs' view on Apple making a car 03:40 🚀 The beginning of the Apple car rumors in 2015 04:24 🕒 Mid-2010s: An enticing period for Apple to enter the automotive industry 05:06 🎯 Possible reasons why Apple wanted to make a car 05:54 🗣 Tim Cook's comments on autonomous systems 06:38 📰 Initial positive reports on Project Titan followed by turmoil 08:05 🔄 Leadership and direction changes within Project Titan 08:40 ✂ Scaling back of the Apple car project 10:19 🛡 Sponsor Segment: Incog's Data Protection Service 10:48 🍏 Apple's Cancelled Car Project 11:33 🚙 Transition from Car Project to AI Focus 12:07 🤖 Apple's Aggressive Move into AI 12:42 🚫 Challenges in Achieving Fully Autonomous Vehicles 13:08 🔄 Apple's History of Abandoned Projects 13:30 🎭 Apple CarPlay: The Trojan Horse in Automotive Industry 13:51 👋 Conclusion and Sign-Off Key Moments by Agent Gold AI

[@svenjonsson9]

Very informative and well researched as usual! You are my favorite channel for keeping up with what is on the cutting edge of technology.

[@HareeshGottipati]

There is already an Apple car called Tesla. Tesla applies the same principles of vertical integration, drastic redesign of conventional product, focus on aesthetic design and most importantly Apple like brand loyalty

[@nikaize]

Do you know the background sound at 6:00 ? Thanks

[@chanm01]

The one concept image early in the video was straight up just a magic mouse with wheels on it. lmao

[@jessip8654]

Gosh I remember everyone jumping on the self-driving car thing almost as hard as they're jumping on AI now. Turns out it was harder than they thought. Who knew?

[@bearcubdaycare]

Well, the background leading up to that was an annual contest by DARPA, in which teams typically formed of a university partnering with a company's laboratory competed with other teams to make a vehicle that could autonomously navigate some closed test course. At first, the results were as you'd think, typically aim just to get an entry to work at all, mostly an excuse for students and researchers to play with and push technologies. The general consensus seemed to be that autonomous driving wouldn't be feasible in anyone's then lifetime, but hey, a good excuse to see what you can learn about AI and how to make it work, an exciting academic challenge rather than a prospect. But each year entries got a bit better. Eventually, vehicles were completing complex courses, and at one point a closed city street scape was used I understand. After that, DARPA stopped holding the competition, as it was no longer advanced research, and rather development. Companies took that as a sign that autonomous driving was now a commercial possibility, or not so far away. No one wanted to miss a gold rush. But as you said, it (unsurprisingly) proved harder, even after the successes at the DARPA competitions. It's a challenge with a very, very long tail of situations to successfully handle. Some recent videos show FSD trying to slowly nose its way out of a narrow alley across a sidewalk and into a street, without being able to see so far down the sidewalk or road. Or navigating a busy Costco parking lot with an endless stream of pedestrians pushing large carts of groceries and purchases, and cars and pickups pulling in and out of parking spots. Or a construction zone. Variable weather, potholes, other drivers whose intent you have to suss in a context dependent way, kids playing. It's surprising that autonomous driving has gotten as far as it has. Seeing some recent videos, it's spookily human like in its manner...but also some needed human interventions. Is it a year away, a decade, or never? Does it require full AGI (general intelligence)? I doubt that anyone can quite know yet. And maybe we're actually even approaching the Kurzweil singularity, beyond which progress gets ahead of human ability to foresee. (But to end on a positive note, driver assist has gotten way better it seems to me, a benefit even if full AD is Never, or next century.)

[@Zoltan1251]

Literally every human being with brain. One unusual thing on the road and self-driving car is done. Literally, just one cone that is weirdly placed when there is construction on the road and self-driving car is done for. Human just eyeballs it.

[@vinny142]

@@Zoltan1251 "One unusual thing on the road and self-driving car is done" Worse: car manufacturers will never accept responsibility for damage caused by their self-driving tech, so insurance companies will; always blame *you* for any accidents that your car causes. This means that you will always be monitoring the your self driving car like you see the testers do today: constantly looking at the vehicle and traffic and trying to predict what mistake the car is about to make and pre-emptively correct for it. It's exhausting, annoying, it's *more work than driving*.

[@MarcusBadi]

Agreed. But this is inevitable. Apps like Uber are just collecting data enough to use with self-driving cars in a near future. It was harder then they thought, but It is getting better and easier exponentially. Take that Will Smith eating pasta for example: just in a year the video changed from "funny unreal" to "is this real?". We will probably get to a point that to drive a car you'll need a document and a private road (something that already happens with horses, you can't ride them in the middle of NY). I'm not saying that I agree with it, just saying that this will happen and unfortunately there is nothing we can do about.

[@tonyduncan9852]

I knew. Elon's FSD v12 is within sight of the finish line in a one-horse race. Deservedly.

[@ronreyes9910]

They got bogged down on implementation concerns with the car bricking itself after six years requiring an update to the latest model, plus it only ran on 4% of the electricity available in the US.

[@kylebroflovsky6015]

The level of hubris is appalling. Building cars is one thing, maintaining them and keeping them usable on the hostile environment of the roads is another.

[@HorizonOfHope]

Kinda wild to consider Apple is so big this write-off is likely within their cash on hand margin for error.

[@puregero]

It's amazing how many companies were trying to make self-driving cars, but it turned out to be such an insanely difficult task that not even Apple could do it

[@TheBooban]

Just an EV car. They can’t even do that.

[@velenteriushendeneros3251]

I mean they probably could. It would just be insanly expensive.

[@bac3phi]

Lack of data.

[@andrasbiro3007]

Tesla did it. Apple had no chance, for self-driving you need a large neural net, and for training that you need obscene amount of data, and to collect that you need a large fleet of cars (millions). And even making an EV you can sell at a profit is insanely hard. AFAIK still only Tesla could do it, everyone else is losing money on each sale.

[@davidc1878]

@@andrasbiro3007 I would suggest to check out Common Sense Skeptic.

[@chubulu9842]

Imo the battery technology is a massive undertaking that is difficult to crack..even for Apple. A Toyota executive recently said the resource that’s needed to build one EV can build 6 hybrid cars. More innovation is needed to make financial & environmental sense.

[@Sabundy]

It also doesn't help that SONY basically beat Apple to it with the AFEELA EV that SONY and Honda will make together. SONY essentially made the Apple car before Apple (If you take the AFEELA and remove all its branding and slap an Apple logo on that car people would absolutely believe it's the Apple car). They are already heading towards production and sales, and they did it in half the time. SONY made the right choices. Such as acknowledging from the get go that they were not a car company and thus did not know how to actually make a car. Thus a partner was vital. And choosing the right partner even more vital. But Apple.....like Dyson....tried to do it from the ground up themselves. They both made the same mistake. It is notoriously difficult to make cars. And you can see that SONY has the same thinking because their car has a native proprietary operating system that will have its own app store. Imho another major advantage SONY had was their image sensor and image processor prowess (which Apple buys from them). These are key technologies to make anything resembling an automated car. And SONY makes the best image sensors and processors in the world.

[@JesbaamSanchez]

Imagine the long wait times at the genius bar to get your windows fix

[@cherubin7th]

Without full self driving, this would just have been another car but without the manufacturing experience. Better use that AI staff for other more plausible AI uses.

[@TechneMoira]

You're forgetting the "favourite trick" of the entertainment industry: To bow out and "retire" after a great farewell concert, only to reappear several years later, larger than life, with a new trick up their sleeve (One of Job's favourite tricks by the way). Apple is certainly not above using that trick, again, to feel the temperature of the water before taking a jump ;) Also, remember, Apple is one of those immoral greedy tax-evading multinationals who will never do anything unless it promisses a nice R.O.I. The "only real strength" of Apple's combined workforce is, that they see things a bit more long-term and broader than most other short-term money-grabbing companies. Apple also has a very unfortunate history of high-ranking management people with BIG egos and petty compensation reflexes, which has often lead to (some) bad decisions in their past

[@MsRandiCook]

Thanks for this video!

[@djorankeil]

A small part of my soul dies every time I hear someone incorrectly use the phrase, "Begs the question."

[@ObiWanShinobi67]

Take it with a grade of salt.

[@davianoinglesias5030]

😅it's the curse of knowledge

[@divyanshkataria6235]

No siri was harmed in this video 😂

[@tonyduncan9852]

There must be a magic word which sends her into infinite regression. Surely?

[@Flameboar]

Novotney most likely left to Rivian because he saw Apple's focus shifting away from an Apple car. Replacing Novotney with non-auto management was a significant shift in focus. The new managers' goals most likely included crafting an HR plan to bring the best of the auto team into AI.

[@NicholasNerios]

I wouldn't call it a fail... it was an awesome prototype, and they locked down plenty of patents. They just knew the retail price would be close to a million dollars a car, and there wouldn't be much of a consumer base.

[@LOL_MANN]

Never let Tim Cook cook 🗣🗣🗣🔥🔥🔥🔥🔥🚗🍎❌❌❌❌❌❌

[@MonaRitaMedia]

Underrated comment 😅😅😅😅😅😅😅😅

[@blakksheep736]

Pffffffffft

[@Freakmenn]

a shakespearean masterwork

[@_IMNNO]

Tim cooked the supply chain.

[@KentBuchla]

You aren’t as clever as you want to be.

[@ninjaundermyskin]

Imagine having to buy a dongle just to charge your car, and then also having to replace your charging cable every few months. "We've revolutionized the car by removing unnecessary old clutter like ports, doors, and people."

[@jpwhre]

They didn't want anything to do with the car. They didn't want anything to do with the project. They didn't want their name related to any no name startup. They wanted the patents. From that there is no production of a liability (when was the last time an iPhone killed someone?) But the tech, they can sell, they can sell patent rights. To someone else that will be targeted in liabilities. It's like Jamie Demon talking so much crap about bitcoin before the ETF approval and buying bitcoin in all the dips. If they can lie to you and make money off of, and then have their lawyers protect them, they will. Don't listen to what they say, watch what they do. Bait-and-switch. I don't support, so you shouldn't, but are going all in behind closed doors. And they don't have to report until 45 days after they destroy you.

[@poindextertunes]

I feel like a totally autonomous car will never be realized. Regarding crashes, corporations need to put as much burden on the consumer as possible and a self driving car would take drivers out of the equation

[@ashtentheplatypus]

> "Morgan Stanley analysts surmised advances in self-driving could free up trillions of hours per year that Apple could address with new services and products -- a potentially enormous market." Public transit sounds like a much better bet, imo. The tech already exists, and it can free up trillions of hours per year. We just need to improve how nice the service is, its reliability, and make it safer.

[@piranhaofserengheti4878]

Self-driving cars exist from the beginning of the car era, they're called taxis.

[@marcsequence]

Great vid! Is that your own music at the end too???

[@truthteller50]

One of the most important things you showed in a quote, but didn’t hit on, was a Chinese employee trying to steal the stuff and take it back to China. If I had a tech company today I’d not hire a single Chinese person.

[@BarrettRodriguez]

Excellent post! You have one of the best channels available on this platform. As for the project, I highly doubt that Jobs would have embarked on it, especially at this cost. All of which begs the question, why is Cook still their CEO? Granted, he had some huge shoes to fill but Apple hasn't produced any revolutionary products since Jobs passed away and, in terms of functionality, one can argue the software has declined. One of the attributes that Jobs possessed, and what made Apple products so neat, was the simplicity of design and functionality.

[@beyondblender]

12:50 Like the Magic Mouse, the charge port was on the bottom of the car 😩😂

[@marcuscicero5033]

Seeing a Mark Dice quote on a ColdFusion video. That's a real magical intersection

[@hiiiiiii238]

Glad someone else noticed! lol

[@HKim0072]

$10B across 8 years is barely 2% of their cash flow. I'd argue that they haven't been aggressive enough of thinking big and dumping cash into some projects.

[@woodydroneson]

Apple probably realised quite soon that the cost of developing a car far exceeded the financial benefits, but software development and the installation and integration of Apple Car Play / Software in every car a far more lucrative business with a lot less risk, the Trojan Horse is a true statement as even someone like me who doesn't want an iPhone or iPad etc (I have had them, but no more) I had Apple Car Play in my old PUG. I am now happy to have ditched modern cars and bought a 2006 BMW Z4 it has hardly any tech except a radio and a separate Sat Nav or mobile phone holder for SAT NAV, a car is for driving, not for having a chat, but thanks Apple etc for providing so much distraction inside the car when we should be driving!

[@MrDopeContent]

Dope Content Cold Fusion 🤘🏼😎💯💧

[@Stigmaru]

Apple was saying that producing a car was going to just be as easy as making a phone a few years ago 😂

[@JohnSmith-pn1vv]

Haha they should stick to shiny bricks and leave real production to the japanese

[@JAYFULFILMZ]

Self driving cars aren’t as hard to make as we think! It’s actually quite easy with today technology! The real problem is cooperation! 1 car company trying to create a self driving car is hard because it’s only communicating with itself! If all car companies understood the advantages of it & came together to put technology in their cars that allow all cars to respond to one another it would work! Imagine all cars having sensors & chips in them that communicate with all other cars on the road! Self driving would be the future! Inventing sensor tech that can scan humans, road conditions, traffic signals/signs & challenges on the road would be easy! We are making it more complicated than it has to be! I know a company that makes infrared camera technology for cars that scans for deers & animals etc coming before you see it yourself & thought to myself “this is the future”! We are our own worst enemy! Tesla almost had it but the rest of the car community left them out to hang instead of supporting them & coming together to make it better! I’m not an engineer or anything but I know for a fact it can work if we wanted it to! We may not be ready for self driving cars just yet, but once we are, I promise it’ll work seamlessly! 💯👏🏽

[@notchit3542]

I remember many Apple test cars would roam the street at night on El Camino Real Mountain View CA.

[@WilliamHaisch]

8:08 Considering Apple employees about *164,000* people (full time), *5,000* employees is only *3%* of their workforce. 😮

[@mboiko]

So on average, that's only $2M per employee (3% of their workforce). For Apple...totally normal.