For a while people were talking about the "Apple car". https://en.wikipedia.org/wiki/Apple_car_project ; seemingly they gave up on it because they realized that FSD wasn't quite going to work. I'm not sure why they wouldn't just pivot back to making a regular EV, it would still be guaranteed to sell millions of units at a premium price point by being a Tesla without (a) That Guy (b) build quality issues like panel gaps and (c) software promises that weren't delivered.

Perhaps the sticking point was where to make it.

Another entirely missing Apple product line: rackmount servers, with all the proper stuff like ILO management.

The other thing that always got me about the car was.. I wondered if the executives at Apple had all become too rich? Apple sells premium hardware but generally sells products in the 10s or 100s of millions of volume, so pretty mass market consumer good.

The car seemed to be solving the "what if we could make a $100k car"?

At some point of wealth people become so disconnected from normal everyday life of normal people that I suspect they lose the ability to identify problems & solutions that 200M consumers have/need.

I thought it was funny/telling that Ive's first product after leaving Apple was a limited edition collaboration project on a.. battery powered LED lamp for sailboats starting at $5k. He said it was inspired by the need for a durable lamp for his sailboat.

Not exactly bicycle for the brain / 1000 albums in your pocket / instant access to the world information kind of vibes.

The car always made the least sense to me in that its the polar opposite of what Apple had evolved to. High-capex in-house manufacturing onshore in a highly regulated space vs capital-light outsourced contract manufacturing offshore of discretionary purchase consumer goods.

There are no successful car makers that outsource production, and even foreign car makers generally make cars onshore in US for tariff/political/regulatory reasons.

An Apple car would be crazy expensive to develop and not really a guaranteed sell at all. There's millions of people that are very loyal to Apple of iPhone and wearable but going to an Apple car is a HUGE jump.

> Another entirely missing Apple product line: rackmount servers, with all the proper stuff like ILO management.

They tried. But the irony is MS is more deeply ingrained. I worked a short stint in a shop that no joke ran Windows server to manage a whole floor of Macs using Active Directory. The only other Windows PC was a machine hooked to a large format printer. I spoke to the admin (dyed in the wool Apple user) who stated that as much as he loves MacOS, it can not match the features offered by Active Directory like AD controller replication.

Nobody "uses" rack mount servers as artefacts, the way people use other Apple hardware products. Not in the same sense, so I don't think Apple can really bring much of the kind of value they usually do. In practice Apple data centres are Linux facilities, and that's fine. Maybe if they could come up with a really compelling reason to put Apple silicon in a data centre, but we can do that now with racked Minis or Studios.

https://www.sonnettech.com/product/rackmac-studio/overview.h...

Making cars is just a low margin business with a huge manufacturing footprint. They'd have been competing directly with Chinese EV makers. Dodged a bullet IMO

You're asking why they wouldn't pivot to making a regular EV, but I think the Apple way is to ask why they SHOULD make a regular EV.

They could do a lot of things that would make money. The hard part is figure out which ones to say no to.

Yeah the car always seemed (to humble me) to be so… un-Apple. As in, the iphone was a success because of its aesthetics but also it solved a real problem, while creating a whole new market. But in the case of cars, cars are the problem.

A car is a terrible idea for Apple. Apple doesn't make mechanical things, and it's a business with high capital costs and low margins.