Are Apple’s Automobile Plans Smart or Crazy? by David Averbach
Since its invention in 1886, the automobile has held a special place in the public’s imagination. Perhaps no product elicits as strong an emotional response as the car, which could explain why upon hearing rumors of Apple entering the market, I immediately wanted to see how Apple would meet the challenge.
According to Walter Isaacson’s biography of Steve Jobs, the idea of building an Apple car is not entirely new. Isaacson found that Apple had briefly explored developing a wide range of products, including a car, even before deciding to develop the iPhone. When I first read Isaacson’s book in 2011, I figured Apple executives must’ve briefly discussed it during a wild brainstorming session but that it was too crazy for them to have seriously considered the possibility. As it turns out, according to a recent report by the Wall Street Journal, not only did Apple seriously consider the idea, it also currently has hundreds of employees working on turning that idea into a reality. According to Bloomberg, Apple could release a “Tesla competitor” as early as 2020.




