The Apple Car is Exciting, but Don’t Jump to Conclusions

Apple are secretly building a car, the WSJ reports:

Apple has several hundred employees working secretly toward creating an Apple-branded electric vehicle, according to people familiar with the matter. They said the project, code-named “Titan,” has an initial design of a vehicle that resembles a minivan, one of these people said.

The tech industry collectively turned their heads in a mix of bemusement and excitement when news broke yesterday that Apple could compete with Tesla and Google in the automotive market. But too many dismissed it as ‘un-apple’ and nonsensical for a company that relies on yearly release cycles. Those who did that are wrong.

There is no word on when or if Apple actually plans to release a car. It could be in ten years or more, or never. They have billions of dollars of cash doing nothing, so why not experiment behind the scenes?

And just because it is Apple it doesn’t mean they will need to dominate the market. They don’t need to be the new BMW or Mercedes or Bentley or Ford, at least not for a few decades. They can be a Tesla, a niche but profitable car company that makes luxury vehicles at premium prices.

The Apple Car is not the iPhone or the Apple Watch or the Mac. I wouldn’t be surprised if they called it a ‘hobby’, like they once did the Apple TV.

Don’t jump to conclusions based on some premature rumours. Let the people work.