SAN FRANCISCO (Diya TV) — Apple has ceased work on its electric car project, known as Project Titan, according to sources familiar with the matter. The decision marks the end of a decade-long endeavor aimed at breaking into the automotive industry and replicating the success of the iPhone.

Reports indicate that several employees involved in the project will transition to Apple’s artificial intelligence division, underscoring the company’s strategic shift following the cancellation. Despite the ambitious undertaking, Apple declined to comment on the matter.

The move comes amidst a broader trend of global automakers scaling back investments in electric vehicles, driven by a significant drop in demand. While Apple’s venture into the electric car market had initially sparked anticipation, challenges in developing self-driving technology and the evolving automotive landscape have contributed to its discontinuation.

Tesla CEO Elon Musk seemingly welcomed Apple’s decision, sharing a post on social media with a saluting emoji and a cigarette. Apple’s retreat from the electric car market underscores the complexities and uncertainties inherent in pioneering new technologies, even for a tech giant like Apple.

While the cancellation of the electric car project may disappoint enthusiasts and industry observers, it reflects Apple’s pragmatic approach to product development and its commitment to allocating resources effectively. As the company shifts its focus, attention now turns to its efforts in artificial intelligence, where Apple aims to leverage its expertise to drive innovation and competitiveness in emerging technologies.

The end of Apple’s electric car project highlights the challenges of venturing into new industries and the importance of strategic decision-making in navigating evolving market dynamics. Despite this setback, Apple continues to invest heavily in research and development, signaling its commitment to exploring new avenues for growth and innovation in the years to come.