Matisyahu's Blog

So there have been a parade of articles come out regarding ‘Project Titan’, an rumoured electric car from Apple, has been shut down (link). I can’t help but get a sense that the whole ‘Project Titan’ has been getting slowly wound down over the last several years with the next generation of CarPlay being announced at WWDC 2022 being an example of something that came out of a project where the focus wasn’t about building a car but instead starting with a car then investigating what can be replaced with Apple hardware and software. In other words I don’t think there was an electric vehicle project but rather the car was a means to an end – the focus was on selling solutions that car companies can integrate into their product then possible build services that the car can be integrated into.

Why am I sceptical of Apple getting into building their own cars? there is a massive upfront capital expenditure and the margins are wafer thin – GM for example has margins sitting at 4.89%, Toyota sitting 11.28% etc. the risk reward just isn’t there when there is plenty of profit to be made by selling ready made solutions car companies whose expertise isn’t in the area of good user interface design, integration between devices, delivering services such as iCloud etc. As for the $10 billion spent, I would say that a lot of what we’re hearing today regarding AI is due in part to the work that was done and future features in Apple devices will have their origins back in ‘Project Titan’ so the investment will eventually pay off in the long run.

My Snakehive iPhone 15 Pro Max wallet case arrived today – a few days ahead of schedule:

I can now stop being paranoid – I’ve been carrying my phone around in the cardboard box it came in, worried that I’d end up dropping it and breaking the screen. I’ve now got it all sorted out and I also tested my Samsung USBC earphones and everything is working well – actually they work better with my iPhone than they did with my Android phone which is kind of strange but I’ll take a win when I get one. I was going to get a Twelvesouth but they’ve moved to this weird one where the phone sits in a plastic case which sticks to the leather case using a magnet – na, I’d sooner have the plastic case stuck to the leather case, either sown, glued or both.