Apple recently did something that it isn’t in the habit of doing. And that is – admitting failure. After spending $ 10 billion on ‘Project Titan’ whose aim was to produce a ‘really cool car,’ Apple decided to pull the pin and cancel it.
Simplifying Apple’s Project Titan ambitions to something as pithy as creating a ‘really cool car’ might seem a little condescending. The problem for Apple was that unfortunately, this was the practical truth. And that is why it failed.