Apple is one of the biggest companies on the planet, but they couldn’t get this one product to work and have now dumped it.

For a lot of people when they think of technology they think of Apple. I mean, for the normal person they are essentially everywhere and have done their best for years to dominate the smartphone market.

But behind the scenes, Apple were actually trying to branch out into a new market. Though after a decade of work, they scrapped the whole thing.

There’s no denying Apple dominate the tech industry (Drew Angerer/Getty Images)

Scrapped projects probably come and go on a near daily basis at massive tech companies except this one cost quite a pretty penny.

In 10 years, Apple has spent $10 billion trying to get this product off the ground and into the consumer’s hands, and it just wasn’t meant to be.

We are, of course, talking about their secretive and now-scrapped car project, named Titan.

While it isn’t exactly clear why the company decided to ditch the product in early 2024, they did internally tell the 2,000 employees that were working on it that it was being discontinued.

Apple’s CEO, Tim Cook (Jakub Porzycki/NurPhoto via Getty Images)

The project was initially intended to take Elon Musk’s electric car company Tesla before shifting towards becoming a self-driving car. However, this would eventually be scrapped and they would go back to being an electric vehicle to rival Tesla.

You can only imagine how many millions were wasted flip-flopping on what the goal of the project was.

In 2024, when the project was cancelled, Apple redirected its resources toward generative artificial intelligence which ultimately meant 600 employees involved in the project were left without a job.

A post on Instagram reflected on this swing and a miss by Apple but few were that sympathetic to the massive company, despite its massive financial losses.

Apple hoped their project Titan car would rival Elon Musk’s Tesla (Getty Stock Image)

One person joked: “They can afford it from all the money they annually collect from re-releasing the same phone.”

Another joked: “So this why y’all stop giving us a charger in the box ?” while a third added: “Imagine a car that starts glitching when the new model comes out.”

And someone else commented: “Billion dollars… I guess iPhones is about to cost us $10.00 more so they can make that money back up lol.”

While another user added a little bit of optimism and said: “He who is not courageous enough to take risks will accomplish nothing in life.”