Would It Be Called the “iCar” or “Apple Car”?

That assumes it (1) is a car and not a different type of vehicular architecture and (2) comes to exist

By Gary S. Vasilash

Apple’s head Tim Apple Cook talked with the New York Times’ Kara Swisher earlier this week and had some interesting comments about what is reportedly known as “Project Titan,” the Apple vehicle project that seems to be one of those on again, off again undertakings.

There is something, based if nothing else than the fact that there are Apple-owned vehicles that are racking up miles in California, according to the state’s DMV.

Three interesting quotes from Cook:

  1. “An autonomous car is a robot.” Generally we think of robots as things that have arms, not tires. But in terms of the sensors and processors and the fact that it is meant to perform specific tasks under various conditions, that is indeed the case.
  2. “We love to ingrate hardware, software and services, and find the intersection points of those because we think that’s where the magic occurs.” Perhaps this indicates that if there is going to be a vehicle, there is going to be some serious vertical integration going on: Apple doing most of it. (Which leads to the question about producing the vehicle, because this is a difficult thing to do. Of course, there are no capital constraints that Apple would face in terms of facilities, resources and people, so maybe it could pull a DIY.)
  3. “We investigate so many thinks internally. Many of these never see the light of day. I’m not saying this one will not.” Of course, he’s also not saying this one will. For some reason motor vehicles (that’s motor as in “electric motor”) have become interesting things to all manner of tech companies. Remember when Detroit was dismissed as the “Rust Belt”? Now it seems that vehicle development and manufacturing—although not necessarily being done in the Rust Belt—seems to be an appealing thing for tech companies large and small, from lidar companies none of us have ever heard of to, well, Apple.

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