Apple employees working on the tech giant’s first electric car had quite the interesting journey with the design of their initial prototype, dubbed the “Bread Loaf.” The moniker, as reported by Bloomberg, was not always met with enthusiasm, with some using it disparagingly. This quirky nickname was revealed in a Bloomberg feature shedding light on the secretive “Project Titan,” Apple’s venture into the electric car market, which unfortunately came to a halt on February 27 after almost a decade of effort.
The “Bread Loaf” prototype, unveiled in 2020, was a four-seater resembling a minivan, complete with rounded sides, an all-glass roof, sliding doors, and whitewall tires, as described by Bloomberg. While the name may not have always been embraced by the team, it was a significant step in the project’s evolution. Despite the mixed feelings towards its design, the “Bread Loaf” managed to make its way to the test tracks in 2020 before facing further iterations.
During a demonstration for Apple CEO Tim Cook, the team put together a meticulously planned showcase that aimed to impress. However, according to Bloomberg, the high-stakes presentation may have inadvertently set the bar too high. Cook and other Apple executives were so captivated by the demo that they envisioned incorporating a full suite of self-driving capabilities into the vehicle, a testament to the team’s dedication and skill in showcasing their work.
The decision to shelve the ambitious car project comes at a time when the electric vehicle market is experiencing a slowdown following its initial surge in popularity and sales. With competitors making significant strides in the industry, Apple’s foray into electric cars faced its own set of challenges. Despite the setback, the experience gained through “Project Titan” likely provided valuable insights and learnings for the tech giant’s future endeavors.
As the news of Apple’s discontinued car project made headlines, inquiries regarding the company’s next steps flooded in. However, Apple remained tight-lipped, choosing not to comment on the matter outside of regular business hours. The tale of the “Bread Loaf” and Apple’s journey into the electric car market serves as a reminder of the innovation and risks that come with venturing into uncharted territories, even for a tech powerhouse like Apple.
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