For more than a year we’ve seen reports about Apple investing lots of money, time, and personnel into designing an Apple-branded car. From the very beginning it seemed strange, yet somehow plausible. Rather than weeping because there were no more worlds to conquer, the tech giant was doing what its competition does–investigate what other kinds of product categories could be conquered by tech industry cash and talent.
Earlier this year, I argued that Apple was wise to not become complacent and continue seeking new product categories that could help the company grow and diversify. But this week, Bloomberg’s Mark Gurman and Alex Webb reported that Apple has made major changes to its car program, and “has drastically scaled back its automotive ambitions.”
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