The Chip Insider®– Apple’s decision tree for killing its Autonomous Vehicle

Author: G. Dan Hutcheson

The Chip Insider®– Apple’s decision tree for killing its Autonomous Vehicle


Apple’s decision tree for killing its Autonomous Vehicle: By now, I’m sure you’ve read plenty about the quiet canceling of Apple’s Titan AV effort. Most of the focus has been on what it means for Apple. While Apple can arguably hold secrets better than the Russian SVR, TechInsights is really good at reverse engineering … both chips and executive intent. For more from Apple’s perspective, be sure to check out Edward Sanchez’s excellent analysis on our platform. He is a Senior Analyst in our Global Automotive Practice.

This Chip Insider steps back to see the darker picture Titan’s fall from grace paints about the future of AVs. There is an amusing marketing irony here: Apple’s choice of the codename ‘Titan’ would prove to be a self-fulfilling prophesy.

Titans were the Greek gods who preceded the Olympian gods. The fall of the Titans started with Zeus’s wife, Metis, convincing Cronus to swallow an herb that caused him to up-chuck his other children. Long story short, Zeus leads them into battle and the Titans are banished to be replaced by Olympian gods. In terms of a coincidental forecast for the fall of Apple’s Titan, let me start with the hint that the herb that caused Apple to throw up the car development program is not technical. It is legal.

“No computer is ever going to ask a new, reasonable question. It takes trained people to do that.” – Grace Hopper

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