by Jason Snell
The inside story of Apple’s failed car project
Mark Gurman and Drake Bennett of Bloomberg have a detailed story about the rise and fall of Apple’s car project. This was my favorite small bit:
The new design also incorporated a more traditional automotive interface: a steering wheel and pedals. “They finally smartened up,” says an Apple executive. “I was like, ‘Guys, you could have done this 10 years ago!’”
Sounds like a lot of people inside Apple knew this project was a disaster, and that Tim Cook failed to provide a vision and decisive leadership. Though I do appreciate the internal argument about why to start the project in the first place: “Would you rather compete against Samsung or General Motors?”