Apple is a global tech powerhouse, yet even they couldn’t get one of their ambitious products to succeed, leading to its abandonment.

For many, Apple is synonymous with technology. Their influence is pervasive, and they’ve long strived to dominate the smartphone sector.

However, Apple was working behind the scenes to enter a new market. Despite a decade of effort, they decided to abandon the project.

It’s not unusual for large tech companies to scrap projects regularly, but this particular endeavor was a costly one.

Over ten years, Apple invested $10 billion in attempting to launch this product, but it was ultimately not successful.

The project in question was their secretive car initiative, known as Titan, which they decided to discontinue.

Although the exact reasons for the project’s termination in early 2024 aren’t clear, Apple informed the 2,000 employees working on it that it was being shelved.

Originally, the project aimed to challenge Tesla by developing an electric car, later pivoting to focus on self-driving technology. Eventually, it reverted to being an electric vehicle contender against Tesla.

It’s easy to ponder the financial losses incurred while changing the project’s direction.

When Apple terminated the project in 2024, they shifted their focus to generative artificial intelligence, which resulted in 600 employees losing their jobs.

A post on Instagram highlighted Apple’s misstep, but sympathy for the company was limited despite the financial hit.

One user quipped: “They can afford it from all the money they annually collect from re-releasing the same phone.”

Another joked: “So this why y’all stop giving us a charger in the box?” while another speculated: “Imagine a car that starts glitching when the new model comes out.”

Someone else commented: “Billion dollars… I guess iPhones is about to cost us $10.00 more so they can make that money back up lol.”

Yet, another user offered a positive note: “He who is not courageous enough to take risks will accomplish nothing in life.”