The 2020 prototype of the “Apple Car,” nicknamed “the Bread Loaf,” was a stark white minivan with rounded edges, an all-glass roof, sliding doors, and whitewall tires, according to a recent Bloomberg report. Designed to comfortably seat four, its aesthetic drew inspiration from the classic Volkswagen microbus. This article delves into the history of the project, which Apple ultimately canceled last month.
From Microbus Inspiration to Driverless Vision
The “Bread Loaf” aimed for a fully autonomous driving experience, eliminating the steering wheel and pedals. Control would be handled through a video-game-style controller or an iPhone app for low-speed maneuvering. Planned for a 2025 launch, the interior envisioned a giant TV screen, a powerful audio system, and self-tinting windows. Passengers could enjoy club seating reminiscent of a private jet, with some seats converting into recliners with footrests.
Steve Jobs’ Early Automotive Ambitions
While Project Titan officially began in 2014, Steve Jobs had entertained the idea of an Apple car as early as 2008. He believed Apple should dominate technologies where people spend their time: at home, at work, and on the go. The 2008 financial crisis further fueled this ambition, with Jobs even considering acquiring General Motors. However, the focus shifted back to the newly launched iPhone.
Tim Cook, Tesla, and Missed Opportunities
Six years later, under Tim Cook’s leadership, the Apple Car concept resurfaced. Before developing prototypes, Apple explored acquiring Tesla, then a burgeoning electric car company valued significantly lower than today. Despite meetings between Apple executives and Elon Musk, Cook halted negotiations, potentially due to uncertainty about the project’s long-term goals. A subsequent collaboration with Mercedes-Benz also met a similar fate.
Project Titan: A Titanic Disaster?
Project Titan ultimately floundered due to indecision across various aspects, as per the Bloomberg report. Some team members, reportedly referring to the project as the “Titanic disaster,” had foreseen its failure. If Apple ever revisits the automotive world, it likely won’t be under Cook’s leadership.
Conclusion: A Legacy of Unfulfilled Potential
The “Bread Loaf” prototype represents a fascinating chapter in Apple’s history, showcasing a blend of ambitious innovation and persistent indecision. The project’s cancellation leaves behind a legacy of unfulfilled potential, raising questions about what could have been and what the future holds for Apple’s automotive aspirations.
