Enlarge / Apple’s global headquarters in Cupertino, California. (credit: Sam Hall/Bloomberg via Getty Images)

After 10 years of development, multiple changes in direction and leadership, and a plethora of leaks, Apple has reportedly ended work on its electric car project. According to a report in Bloomberg, the company is shifting some of the staff to work on generative AI projects within the company and planning layoffs for some others.

Internally dubbed Project Titan, the long-in-development car would have ideally had a luxurious, limo-like interior, robust self-driving capabilities, and at least a $100,000 price tag. However, the ambition of the project was drawn down with time. For example, it was once planned to have Level 4 self-driving capabilities, but that was scaled back to Level 2+.

Delays had pushed the car (on which work initially began way back in 2014) to a target release date of 2028. Now it won’t be released at all.