For almost ten years, Apple has been developing Project Titan, their autonomous vehicle. However, the tech behemoth is now formally retiring. Bloomberg claims that Apple has abandoned its aspirations to build electric cars in favor of generative AI.

Unnamed sources told Bloomberg that more than 2,000 workers involved in the project were informed on Tuesday that it will be abandoned. According to reports, Vice President Kevin Lynch and Apple Chief Operating Officer Jeff Williams made the news. Some of those workers will join Apple's AI division, while others will be let go. 

The story states that "Apple surprised the nearly 2,000 employees working on the project by making the disclosure internally on Tuesday." Beginning Project Titan in 2014 as a completely autonomous car similar to Waymo, Apple then changed course to become more of a rival to Tesla and was even said to be in talks to partner with current automakers like Hyundai and Toyota. Before reports surfaced earlier this year suggesting that the project was scaled back, the corporation allegedly increased on-road testing during the previous few months.

Apple had originally planned to release the device in 2026, but they later pushed it out to 2028. Rumor had it that the production model would set you back somewhat less than $100,000. On the highway, fully automated driving would be possible. But now, the dream of an iCar is likely dead for good.