The Apple Car Revival: New Plans for 2028 Release Unveiled!

We thought it was done

We thought it was dead. We're out of left field. But talk about left field this week

I couldn't believe it. The Apple car lives, my friend. The Apple car lives

Yeah, supposedly Apple is not thrown in the towel on this thing yet

Still plan to put a car on the road sometime in 2028

That's fine. A little bit later than previous estimates. Nobody made previous estimates was never

So this is a big upgrade. Well, dates much closer to now have been floated

The more maybe interesting bit is that supposedly Apple is completely dropping the idea of having this be like a fully autonomous car that has no steering wheel and, you know, brake pedal and stuff like that

And they're making it more in line with like a Tesla, something like that, you know, limited capabilities, driver-assisted things

things that you find in, you know, all kinds of normal cars already on the road

You know, Apple's been at this since 2014, supposedly, Project Titan. That's a decade, for those of you who can't subtract

They've had a lot of changes, management changes, layoffs. You know, one story says they're focused on this

Another story says they're just focusing on software. You know, they've been testing cars at different places

So it's definitely a serious project. But, you know, like the headset was a rumored thing for years and years and finally came to existence

But finally, it looks like this may actually come into existence. It's just not how all of the most crazy sort of pie in the sky dreams of it would be

I guess, you know, if you're really into the self-driving stuff, what they were talking about originally was level five autonomy

which is basically like contrived by itself any condition anywhere, any time

Now supposedly they're going for a level 2 plus system. This is according to Mark German over at Bloomberg

That's a lot of missing numbers there, Lewis. Yeah a little bit of a gap I mean there is no level 5 autonomy yet I don think there going going to be anytime soon either I sorry can I just interject here We been talking about autonomous driving cars for years

I mean, Tesla has been selling you this notion that as long as you buy the self-driving hardware in your car for $7,000, that they're going to activate it at some point

I still think we're 10 years away from that, to be honest with you. It has got to be like banking software

It has to be bulletproof before they release it. And there's all sorts of ethical questions

Like, if your car crashes, who owes the money for that crash? Is it you

Well, you weren't driving. Is it Elon Musk? Is it Tim Cook? Like, there's a lot of stuff that has to happen that we have to figure out in order for

these autonomous cars to become a real thing. And it doesn't really feel like we're actually anywhere close to being there

It feels like we're far ways out. They have been driving around streets of San Francisco

I mean, it exists. The reports have been going that, like, Like the..

Didn't one literally almost kill Alcany? GM Cruise had to had to pull them all from the road

and they're getting sued by the city. They were causing all these roadblocks

But yeah, but they're lightweight car or stuff. They run over you. It's like you only break like a blow leg

You don't die. I mean, my point is that they do exist. It is possible

Well, they're testing them. Just their problems. Right. Yeah, yeah. But I mean, it's creepy and weird to see it

And yes, there's been some weird things like, huddles of cars just parked in cul-de-sacs for, you know, like they're trying to, you know

take over the world plotting something. It's very odd. And yeah, I think that they've, I can remember what the exact state of it is San Francisco

They have, like, banned at least some of them. I'm not sure if they banned them all

But, you know, so what Apple's shooting for now, supposedly, with this level two plus system

is it a car that's intelligent enough to keep in a lane and a doubt

Adapted speed to other cars. That'd be cool? But, yeah, I mean, but isn't that already available with like a Toyota

Like a Toyota Corolla. I mean, there are already cars. Yeah. They like, you know, like you start to go out of the lane

It says, no, no, let's steer you back into that lane a little bit. Let's put the brakes on. It can a little too quick

So these things already have I mean this is actually one reason why I really want a car not even just an Apple car but a new car because there are all these different sort of safety features that are built into just everyday cars now

So it's kind of bizarre to hear Apple talking about like, oh, well, we're going to, you know, go back to this other plan that's way less, way less innovative, you know

You hit on a good point there. Like, the open question is, what does Apple really think that they're going to bring to this market

than nobody else is already doing. What does Apple think that they can do better than every other auto manufacturer

If they can't do the level five autonomy, which was never really feasible in the first place

if they're pairing it down, then what makes the Apple car special? Where does Apple think that they can innovate here

I'll tell you. And like, what's attractive about entering a market that's both highly competitive, very mature

requires incredible, complicated logistics that have nothing in common with anything else

that you have in your product line. up and has very slim margins. Well, I like this graph from German in this story

The latest plan for the car is seen internally as a Tesla, quote, Me Too product

one that doesn't break sniff to new ground. But the company hopes to make the car stand out with a sleek design, safety systems

and unique user interface. I think that's it, man. I think that might be enough

It's just nicer. It just has to be a car with features that

people who buy cars want. It's going to have car play, which GM cars don't have now

All kinds of car play. And it's going to have cutting edge car play, like things that we've never seen before

And it's going to be, it's going to be like being in an Apple store, but inside a car

It's going to have this pristine aesthetic that only Apple could create

I think Tesla has a really beautiful interior, but I don't think that there's anyone that exists

that has a better design sense than Apple and to make a cabin that you would truly

love to be in with all the integration that you would want with your Apple devices

You could put on your Vision Pro and have your rearview mirror broadcast inside of it

I mean, there's going to be all sorts of crazy stuff. There's going to be like, you know, handoff between your car, your FaceTime call and your

car and so on and so forth. There going to be all sorts of stuff that they can weave in And there is space for one more good for one more good car company And everyone tripping over themselves

to create the next cool electric car. Tuss is the only one that has really nailed the formula, I think

But if Apple came in with a car that was as good as a Tesla, but had a better design sense

I think that would actually appeal. Am I wrong, chat? Am I wrong? Tell me that I'm wrong

I don't think that I'm wrong. I think that... If I recall correctly, the last piece of news that we heard

before this was like a couple I think a year and a half ago

that Kevin Lynch had been assigned to take over the project so I wouldn't be surprised

if you know the story going on is that you know we've heard about how

Project Titan has had like shuffling project managers who've just like come in and

left after a year Apple hasn't really come anywhere close to shipping

something Kevin Lynch gets assigned to the project give it some time

now we're actually hearing about you know they're getting ready to make something finally

Did you read the story? There was another paragraph in there that I just

Kind of lit up my imagination The new strategy was adopted after a series of frenzied meetings

That included Apple's board project head Kevin Lynch And chief executive officer Tim Cook

The board had pressed Apple leadership About the car planned for several months during 2023

According to people Can you imagine Tim Cook on the hot seat? Where's the car, Tim

Al Gore. Where's the car? Where's the car, Tim? My favorite line is this last one

Well, let me, let me, let me preface this, but the absolute insane lofty goals that they had for Applecar, right

It was going to fly. It was going to not have a steering wheel. You would just get in

It was like Johnny Cab. It was going to be completely autonomous. Now, the goal is to keep it below $100,000

That's it. We've gone from all that stuff. It's like, yeah, it's actually really hard. Let's just keep it below $100,000 and let's make it like Tesla, but slightly better

And Apple is a luxury brand like a Mercedes. I think having a car with an Apple logo on it is something a lot of people would be super interested in

And a lot of people are buying rivians and buying Teslas. And I mean, there's no shortage of expensive cars out there

Why not have Apple in there too? I think they actually might do really well