I'm also very skeptical, but the electric car industry is still very nascent and there is room for someone like Apple to get in. If I were at Apple I would continue to focus on the TV project and experiment with VR; an automobile doesn't really seem profitable.
I'm also very uncertain that electric cars will be popular in the medium turn. With low gas prices and improvements in hybrid tech, it's not worth the price of the tech. In two years most hybrids will have the 55+mpg standard already found in some cars today.