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What happened to the Apple Car?
This deep dive from Bloomberg’s Mark Gurman offers a detailed timeline of the company’s embattled EV that employees referred to as the “Bread Loaf” due to its microbus-style design.
Apple poured billions of dollars into the project, reportedly planning “a multi-acre engineering campus in Silicon Valley” dedicated to designing cars and even weighing a deal with Lincoln. One Apple exec tells Bloomberg the project dragged on far too long:
According to a longtime Apple executive who worked on the car, it was widely seen within the company as an ill-conceived product that needed to be put out of its misery. “The big arc was poor leadership that let the program linger, while everyone else in Apple was cringing.”
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