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Apple Gears ­p to Challenge Tesla in Electronic Cars

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Apple's CarPlay for linking cars and smartphones.

Several hundred Apple employees are working on a project to create a new electric vehicle.

Credit: Reuters

Apple reportedly has several hundred of its employees working on a project to create a new Apple-branded electric vehicle. The project, reportedly was ordered by CEO Tim Cook last year, is code-named "Titan" and is said to be focused on creating a vehicle that resembles a minivan.

Apple has not announced the project and has not commented on stories about it, suggesting the company's commitment to the project is somewhat uncertain. Apple is always investigating various new technologies and products, and breakthroughs in electric vehicle technology could be valuable to the company even if it decides not to pursue a commercial vehicle.

However, Apple also has invested a great deal in the project and put very high-level people in charge, suggesting it is serious. The project is led by Steve Zadesky, an Apple vice president and former Ford engineer who played a role in the design of the iPod and iPhone. Apple has hired several high-level automotive engineers and executives, including Johann Jungwirth, former president and CEO of Mercedes-Benz Research and Development North America, and Mar Newsom, an industrial designer who previously created a concept car for Ford.

In addition, Apple has developed a track record for upending industries, including accelerating the shift to digital music and establishing the smartphone market.

From The Wall Street Journal
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