Electric car: "Apple's project will suffer the same fate as that of the Titans, trapped in the hell of Tartarus".

 Electric car: "Apple's project will suffer the same fate as that of the Titans, trapped in the hell of Tartarus".

According to the Anglo-Saxon press, Apple has announced the end of Project Titan, its project to produce an electric vehicle. This failure illustrates just how difficult it is for a company, even if it is prepared to invest heavily, to move outside its field of specialization.

the Titans' power was immeasurable. And yet, they ended very badly, trapped by the cunning of one of their children, Zeus, in the hell of Tartarus. Apple's Project Titan will suffer the same fate. According to the Anglo-Saxon press, Apple's deputy general manager, Jeff Williams, has announced internally the end of this venture to produce an electric car. A venture never officially confirmed, but which has employed nearly 2,000 people since 2014. They will either be reassigned to artificial intelligence activities or dismissed.

It's the end of a story that has frightened the world of carmakers as much as the Titans of mythology frightened Greek civilization. The arrival of a brand as prestigious as Apple with a 100,000-euro luxury car would have come as a second shock after Tesla, which became the world's leading electric vehicle manufacturer in less than a decade.

A missed appointment that proves once again that, even if you're the richest company in the world, it's hard to get out of your own backyard. However, Apple has spared no expense, and has explored all options, including seeking a partnership with a manufacturer, or even buying one. Remember that with its cash alone, the company can afford Ford, General Motors and Stellantis combined.