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Apple Car's Decade of Development and 'Failure' Detailed in New Report

indecision at the top of managament (Cook) and politics played a part in not acquiring Tesla, which they should have done. They are and were the most talented and consumer consciousness aware EV.

Not a fan of Cook at all, he's really not innovated anything but just squeaked along what he inherited.
 
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AndiG said:
After the success of the iPod and the iPhone, Apple thought they were godlike and couldn't fail. Now, after 10 years, they are slowly realizing that they can no longer succeed without Jobs.

They even need the EU to implement a worldwide standard USB-C connection.
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And the Watch and iPad.
 
Pupi said:
This is the biggest blunder of Apple in decades, even if they can afford it. So many mistakes along the way, including the historical miss on buying Tesla out.

The fact that Xiaomi could design and develop a beautiful and interesting car...

I think ultimately Apple just doesn't have the right culture for automotive.
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Reminds me of when Blockbuster had the chance to buy Netflix
 
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An in-depth report of something that was never officially announced. Also
If they were building a car and released it and something went wrong and people were killed. They would be dragged through the mud. Perhaps they came to the conclusion of it would not be feasible. Apple could
just be building a software suite for all we know.
 
erikkfi said:
Acquiring an existing automaker would be a smart move, especially one that you might be able to buy at fire-sale prices and then fix up (Rivian or Fisker?). Then they'd be committed and probably would've gotten more focus instead of zig-zagging between "a car is infrastructure and hardware" and "a car is just software" (plot twist: it's both 🌎🧑‍🚀🔫🧑‍🚀).
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Yeah makes me wonder why they didn't, especially because Rivian/Fisker already has the tech/patents and the talent to continue building the car while Apple can support with software, minor/major hardware, and upfront capital.

It's a super no-brainer since they literally bought Beats to take out the competition for lifestyle audio hardware, took their tech/patents, and developed their own hardware and Apple Music...

Poor management and direction/vision imo
 
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Maybe apple can finally pay a decent (competitive) dividend instead of blowing in on non-starter projects like the car. Shifting to an income stock, since AAPL clearly isn’t a growth stock anymore.
 
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ONE BILLION dollars per year invested for car development, and all they released were the wheels and a cloth to wax it with. No wonder they are so expensive.

MX572-2.jpeg
MM6F3.jpeg
 
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They should have worked with automakers to make an Apple "Edition" trim level, with custom interior, infotainment and some exterior styling.
 
timborama said:
Maybe apple can finally pay a decent (competitive) dividend instead of blowing in on non-starter projects like the car. Shifting to an income stock, since AAPL clearly isn’t a growth stock anymore.
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Would be nice if they instead gave a ~$80/share dividend. It would likely push market cap an extra $1 trillion
 
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Terrible idea to begin with.
Manufacturing vehicles is very difficult especially with regulations and all.
Cook messed up badly here
 
Dorfdad said:
indecision at the top of managament (Cook) and politics played a part in not acquiring Tesla, which they should have done. They are and were the most talented and consumer consciousness aware EV.

Not a fan of Cook at all, he's really not innovated anything but just squeaked along what he inherited.
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Well, allegedly Musk wanted to be the CEO of Apple... that's probably a non-starter for a company that would've essentially been bailed out by Apple. This was in the midst of the Model 3 "manufacturing hell" if I recall correctly.
 
This project never made sense to me for Apple as a company. At the end of the day Apple is a consumer electronics company with it’s products all focused around computing or mobile computing. If Apple wants a piece of the automobile market CarPlay was and still is the way to have their foot in the door to a certain extent but I don’t see much of a role for Apple beyond that unless they are willing to purchase an existing car company or partner with an existing well established manufacturer and take on a large part of the R&D costs. They missed their chance to get in on the ground floor of the electric vehicle market when they walked away from talks with Tesla all those years ago and missed another opportunity to get their foot in the door again by deciding to go it alone instead of partnering with an existing well established manufacturer previously.
 
SantaFeNM said:
As a shareholder, I hope they hold some valuable patents from the endeavor.
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What would they do with those patents? Are they going to sue other companies and make money by becoming patent trolls, because if they are not making the car, then that is what they will become.
 
Apple has always been about computing interfaces. A car just doesn’t fit unless the goal was a self driving computer! 😂

There should be some clawbacks on exec bonuses because they wasted $10B!
 
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