> I would rather commit seppuku than fail -- Elon Musk on failure Project Titan is not a failure but it has suffered major setbacks, the credit or blame for wh

> I would rather commit seppuku than fail -- Elon Musk on failure Project Titan is not a failure but it has suffered major setbacks, the credit or blame for which lies with Tim Cook. It takes unrelenting passion and fanaticism to wield the fortunes in your favour. Jobs had this and Musk has it too. If project Titan is not about building a car then it's just about components. Apple has historically owned the vertical and there is little exciting about being a component supplier. It's a losing bid. Google does mapping better than Apple. It does voice recognition and AI better than Apple. The car manufacturers desire a steely grip on their UX and design so Apple's strengths there won't come into play either. Ive's own ambitions seem to indicate the poor state of cars: > “There are some shocking cars on the road,” Ive said. “One person’s car is another person’s scenery.” To his right was a silver sedan with a jutting lower lip. Ive said, quietly, “For example.” As the disgraced car fell behind, I asked Ive to critique its design: “It is baffling, isn’t it? It’s just nothing, isn’t it? It’s just insipid.” He declined to name the model, muttering, “I don’t know, I don’t want to offend.” (Toyota Echo.) [1] I for one would have loved to see an Apple Car and disruption of the auto industry. Am hoping Apple hasn't conceded on the bigger vision but it does seem bleak at the moment. [1]: http://www.newyorker.com/magazine/2015/02/23/shape-things-come