The same reason Dyson also announced and then killed plans to make a car. Making cars is hard, the competition has been perfecting it for 100 years. But on the

The same reason Dyson also announced and then killed plans to make a car. Making cars is hard, the competition has been perfecting it for 100 years. But on the surface it seems easy or at least just as hard as making laptops or vacuum cleaners. Newcomers are the least likely to nail production and final assembly line quality to actually get good cars out of the door. It was extremely painful and expensive for Tesla to achieve over a decade. (And their body geometry quality is still shoddy) So when a consumer product maker announces they are going to start building cars it just doesn’t align too well with their core competencies. Cars are hard and variable to assemble, bigger than a macbook or a dyson hoover. and the auto maker supply chain is hard to navigate. The reality is many components are made by OEM’s and even Apple can’t exactly dominate every key auto supplier to nail their specific requirements. Dyson being smaller had no chance. So you need people on the assembly line and as Tesla learned that comes with calls for pesky Unions and such. Then there’s the PR if your car does something bad like a battery pack setting on fire or something. Likely Dyson ran out of will and money, and Apple decided it wasn’t worth building up an entire company of designers, mechanical and electrical engineers, supply chain people, sales force, dealerships/ service centres / replacement parts centres etc. not to mention manufacturing engineers, operations engineers, factory space, factory plant equipment, and people to run it all.