Apple’s foray into the automotive industry, often dubbed “Project Titan,” represents a significant ambition to revolutionize transportation through self-driving technology. Despite facing numerous hurdles, leadership shifts, and team restructuring, the Apple Self Driving Car Program remains a key focus for the tech giant. This article delves into the evolution of this program, the talent driving it, and the ongoing journey towards realizing an Apple-branded autonomous vehicle.
Under the guidance of John Giannandrea, Apple’s AI and machine learning chief, who assumed leadership in 2020 after Bob Mansfield’s retirement, the apple self driving car program has gained renewed momentum. Giannandrea’s expertise in artificial intelligence is pivotal as self-driving technology heavily relies on advanced AI and machine learning algorithms. Further bolstering the leadership team, Kevin Lynch, renowned for his instrumental role in the Apple Watch’s development, joined the autonomous vehicle team in July 2021. Lynch’s dual role, overseeing both Apple Watch and Apple Car development, underscores the program’s importance within Apple’s broader strategy. His appointment followed the departure of Doug Field, a former Tesla executive, in September 2021, marking another significant leadership transition in the program’s history.
Assembling an Automotive Dream Team: Apple’s Recruitment Strategy
From its inception in early 2015, the apple self driving car program embarked on an aggressive recruitment drive, initially aiming for a team exceeding 1,000 employees, starting with a core group of approximately 200. Apple’s strategy focused on attracting top-tier talent from the automotive sector and related fields, particularly those with expertise in battery technology and autonomous systems. This recruitment effort highlights Apple’s commitment to building a world-class team capable of tackling the complex challenges of developing a self-driving vehicle.
Over the years, Apple has successfully recruited hundreds of high-profile individuals with specialized knowledge in automotive engineering and autonomous technologies. These new hires boast impressive resumes, with prior experience at leading automotive manufacturers and tech companies. Apple’s talent acquisition spans across a diverse range of companies, including industry giants like Tesla, Ford, and General Motors, as well as specialized firms such as Volvo, Karma Automotive, Daimler, A123 Systems, and various others. This broad recruitment net demonstrates Apple’s intention to gather a diverse skill set and perspectives to fuel innovation within the apple self driving car program.
Key Personnel from Tesla and Beyond
Apple’s recruitment strategy has notably targeted Tesla, a leader in electric vehicles and autonomous driving. Significant hires from Tesla include figures like Chris Porritt, a former Tesla Vice President with extensive experience in the European automotive industry, potentially playing a crucial role in the vehicle’s overall development. Other notable Tesla alumni joining Apple include David Nelson (mechanical engineering manager), John Ireland (powertrain test engineer), and Lauren Ciminera (head recruiter), signaling a comprehensive acquisition of talent across various engineering and operational domains. The influx of Tesla expertise underscores Apple’s ambition to leverage proven experience in the electric and autonomous vehicle space for its own program.
Further strengthening its engineering capabilities, Apple brought on board David Masiukiewicz, a former Tesla senior CNC programmer, to work in its Product Realization Lab. This move suggests a focus on in-house prototyping and manufacturing capabilities for the apple self driving car program. Kevin Harvey, with a background in CNC machining from Andretti Autosport, also joined this lab, enhancing Apple’s capacity for rapid prototyping and iterative design.
Apple’s pursuit of battery technology expertise led to the recruitment of five employees from A123 Systems, a company specializing in batteries for electric vehicles. This aggressive recruitment even resulted in a lawsuit (later settled) from A123 Systems, highlighting the intense competition for talent in this crucial area of electric vehicle development. Mujeeb Ijaz, former CTO of A123 Systems and a veteran of Ford’s electric and fuel cell vehicle engineering, stands out as a high-profile hire, bringing deep expertise in battery technology to the apple self driving car program.
Beyond Tesla and A123 Systems, Apple has strategically hired from a wide spectrum of automotive companies. Recruitments include engineers from Ford and General Motors, battery experts from Samsung, and bodywork specialists also from Ford, like Todd Gray and Aindrea Campbell. The hiring of Doug Betts, former Senior Vice President of Chrysler Group, suggests a focus on operational excellence and product quality within the apple self driving car program. Additionally, acquiring talent from electric motorcycle startup Mission Motors, and autonomous vehicle experts like Jamie Carlson (formerly of Tesla) and Jaime Waydo (formerly of Waymo), further illustrates Apple’s multifaceted approach to building a comprehensive team with expertise across all critical domains of autonomous vehicle development.
The recruitment of Dan Dodge, the former head of BlackBerry’s automotive software division and the developer of QNX (a widely used in-car infotainment platform), in 2016, signaled a significant push into automotive software. Apple’s establishment of a team in Kanata, Canada, comprising at least two dozen former BlackBerry QNX employees, reinforces its commitment to developing a proprietary in-car software platform for the apple self driving car program.
Exploring In-Car VR and Leadership Changes
Apple’s innovative approach extends beyond core driving technology. Mark Rober, a popular YouTuber and engineer, temporarily contributed to Apple’s special projects team, focusing on VR technology designed for self-driving cars. This VR system aims to address motion sickness and enhance in-car entertainment, showcasing Apple’s consideration of the holistic user experience within autonomous vehicles.
Leadership within the apple self driving car program has seen further changes. Doug Field, after returning to Apple in 2018, eventually departed again in September 2021, with Kevin Lynch stepping in to lead the project. The continuous evolution in leadership reflects the dynamic and challenging nature of developing a groundbreaking product in a rapidly evolving industry. The hiring of Steve MacManus, a former Tesla executive with expertise in car interiors and exteriors, along with Jonathan Sive (BMW, Tesla, Waymo) and Stuart Bowers (Tesla), further augmented the team’s expertise in vehicle design and self-driving systems.
Despite losing some key personnel like Michael Schwekutsch (motors and transmissions), Eric Rogers (radar systems), Alex Clarabut (battery manager), and Stephen Spiteri (hardware engineering), Apple continued to attract top talent. The hiring of Manfred Harrer, a Porsche executive renowned for chassis design, in December 2020, and Ulrich Kranz, a former BMW executive and self-driving startup founder, in June 2021, demonstrates Apple’s ongoing commitment to securing leading experts in critical vehicle development areas. The recruitment of two former Mercedes engineers in August 2021 and Desi Ujkashevic, a longtime Ford safety engineering director, in May 2022, further expanded the team’s depth and breadth of automotive expertise. Most recently, the addition of Luigi Taraborrelli, a Lamborghini executive specializing in chassis and vehicle dynamics, in July 2022, reinforces Apple’s dedication to high-performance vehicle engineering.
Navigating Towards the Future of Autonomous Driving
Despite analyst Ming-Chi Kuo’s suggestion in March 2022 that the Apple Car team had been “dissolved” and needed reorganization, Apple’s consistent hiring activity and leadership appointments indicate a continued and significant investment in the apple self driving car program. While the target production date of 2025, as previously suggested, might be ambitious given the complexities and reported challenges, Apple’s relentless pursuit of top talent and technological innovation positions them as a serious contender in the self-driving vehicle landscape. The journey of the apple self driving car program, marked by leadership changes and strategic talent acquisition, underscores Apple’s long-term vision to reshape the future of transportation.
