The Road Not Taken: Apple's Missed Chance on Tesla's Electric Dream

Apple Bows out of EV Race

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In the high-stakes game of technological innovation and market disruption, Tesla has come out on top despite the odds. Meanwhile, Apple Inc.'s recent decision to cancel its electric car project, Project Titan, serves as a poignant reminder of what might have been. What would’ve happened if Tim Cook met with Elon Musk?

During the darkest days of the Model 3 program, I reached out to Tim Cook to discuss the possibility of Apple acquiring Tesla (for 1/10 of our current value). He refused to take the meeting.

— Elon Musk (@elonmusk) December 22, 2020

Given its success, it’s easy to forget where Tesla came from. Still, when Apple fails to pull it off, it reflects on the potential strategic missteps of tech giants when faced with groundbreaking opportunities.

Apple's Missed Chance

Apple decided not to make electric cars, even though it had the money and history of shaking up markets. This choice shows they didn't want to stray too far from what the company is good at, even if it meant missing out on a big opportunity. But what did they leave on the table? Apple has some of the brightest minds and the resources to create the unimaginable. Yet Apple’s wonder team could not figure out how to get the technology right and the price point under $100,000 even with razor-thin margins.

Again, that shows what Tesla has been able to do. Not only building amazing cars but also reconstructing the manufacturing process, developing battery technology, and turning the automotive world on its head. Many of these pieces were already in place when Musk was in his “darkest days” with Tesla. Model 3 was a challenge that almost killed Tesla, and Musk claims he has PTSD from the experience. However, he was ready to hand all that technology, knowledge, and manufacturing to Apple for a bargain price.

The Road Not Taken: Apple's Strategic Pivot

Despite its vast resources and history of disruptive innovation, Apple's decision to shelve Project Titan suggests a reluctance to venture too far from its core competencies, even in the face of a potentially market-defining opportunity. While pragmatic, this pivot away from electric vehicles may be viewed through the lens of history as a missed chance to redefine another industry.

It evokes the question: Could Apple have mirrored Tesla's success in revolutionizing the automotive industry had it embraced the same level of audacity and vision that Musk demonstrated? The answer is yes, but Apple reverted to its core strengths, which it has had obvious success. Perhaps it would've continued if the company were more desperate and needed a product to drive the stock price up and rattle the tech world. But Apple is doing just fine without cars.

While this could be considered a win for Tesla and other EV manufacturers, which have avoided a significant new competitor on the field, it may be a bit of a setback. Apple, like Tesla did, would’ve brought a refreshing take to the automotive industry. We can only imagine what the company had in store. Tesla’s mission is to accelerate the world's transition to sustainable energy. An Apple car would’ve helped that mission.

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Tesla Updates FSD Package, Can Now Only Buy FSD Supervised

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Tesla has changed how they advertise and sell Full Self-Driving on their website. Although the text changes are small, this change could have greater implications in the future.

Previously, customers were offered the option to purchase “Full Self-Driving Capability,” with text saying that FSD will “continuously improve”. This specific text is no longer offered, and instead, customers can now only purchase “Full Self Driving (Supervised),” which no longer mentions continuous improvement.

You can view the old text on the Web Archive page (photo below) for the Model Y. This change comes right before the upcoming Robotaxi event, so we’re not quite sure what to make of it. Let’s look at what else has changed on Tesla’s website on FSD before we dive into the wording changes.

This news comes hot on the heels that Tesla recently pulled its blog pages for Elon Musk’s Masterplan Part II, which mentioned that all future Tesla vehicles would be Robotaxi capable. However, this has since turned out to be part of regular website trimming and maintenance. However, this FSD change is more intentional.

The previous FSD option you could buy from Tesla (left), and the new one (right)

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Definition Changes

These text changes are pretty broad, but that’s not all. There are a few other items that changed, including the removal of the following text:

The activation and use of these features are dependent on achieving reliability far in excess of human drivers as demonstrated by billions of miles of experience, as well as regulatory approval, which may take longer in some jurisdictions. As these self-driving features evolve, your car will be continuously upgraded through over-the-air software updates.

This has now been changed to say:

The activation and use of these features are dependent on development and regulatory approval, which may take longer in some jurisdictions.

That’s a pretty big difference overall, so let’s dig in.

Can Only Buy FSD (Supervised)

Tesla is now only offering the purchase of “Full Self-Driving (Supervised)”, instead of “Full Self-Driving Capability." This has a bit of an implication for the many people who have paid for FSD in the past, expecting their vehicles to become fully autonomous, without supervision being required. With the specific terms on Tesla’s website today, that promise doesn’t seem to be in place for future sales of Full Self-Driving.

Instead, future customers should expect that they may only receive Full Self-Driving (Supervised), which will always require some form of supervision. Tesla no longer states full autonomy on this page, but on the other hand, the Autopilot/FSD Support Page still contains the text for full autonomy.

This seems to be a legal wording change to prevent Tesla from making promises it may not be able to fulfill. On the other hand, Tesla has recently had a fantastic spate of updates this year, with the huge upgrade from FSD V11 to FSD V12. However, they’ve more recently had more trouble with moving on from FSD V12.3.6, which is what most vehicles are still on today. Tesla initially pushed FSD V12.4 and its subversions to early access testers but quickly halted that push. They moved on to FSD V12.5, and V12.5.3 with Actually Smart Summon will begin going out wide sometime next week, to both Hardware 3 and AI4 vehicles.

What Does This Mean for Customers?

For future customers, this likely means that Tesla is intending on only offering Full Self Driving (Supervised), rather than Full Self Driving. This could mean that Tesla will launch a new package for Full Self Driving (Unsupervised) for commercial entities or that it could only be available for Robotaxi vehicles.

For older customers – those who have purchased “Full Self-Driving Capability”, as the feature was previously called, we’re not quite sure whether Tesla will include you in this new ‘Supervised’ description, or if you’ll be offered Full Self-Driving (Unsupervised) when that ultimately becomes available. As for subscribers, Tesla can change their offerings at any point since you’re only paying for what’s available for that month.

Today, we’re not quite sure what to make of this change, especially since that same change hasn’t been reciprocated elsewhere on Tesla’s website. The changes could be anywhere from a protective legal change, to Tesla offering a new FSD (Unsupervised) package in the future, or fully autonomous FSD being something that Tesla will not commit a date or price to.

Let us know what you think on the forums.

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Tesla Introduces Hands-Free Frunk Opening in Update 2024.32.3

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In Tesla’s upcoming update, 2024.32.3, Tesla has added hands-free support for opening the vehicle’s frunk. This follows the Spring Update (2024.14), which added Hands-Free Trunk support for certain vehicles.

When hands-free trunk support was added earlier this year, it was supported on vehicles that include an ultra wideband chip, which includes the refresh Model S, new Model X, and the 2024 Model 3. Due to the hardware requirement, these will be the same vehicles that support the new Hands-Free Frunk feature. Legacy vehicles without UWB will unfortunately not support either feature due to the hardware requirement. UWB enables far more accurate tracking of the phone key, allowing Tesla to pinpoint its exact location relative to the vehicle.

The Cybertruck interestingly also includes an ultra wideband chip, however, it didn’t include the automatic opening of the gate earlier this year. However, we expect the Cybertruck to also receive the hands-free frunk opening in this 2024.32.3 update or relatively soon afterward.

Update: The Cybertruck is receiving hands-free frunk support in the 2024.32 update as well.

Hands-Free Frunk

The Hands-Free Frunk works similarly to the trunk feature – with an iPhone 11+ and a recent version of the app, you’ll be able to stand in front of your vehicle, and the Frunk will unlatch after sounding a chime. On some vehicles, the frunk will immediately open after being unlatched, however, you’ll need to manually close it.

This new feature isn’t enabled by default – you’ll need to go to Settings > Locks > Hands-Free Frunk to enable it.

At this time, Tesla doesn’t support UWB on Android devices, though both the Hands-Free Trunk and Hands-Free Frunk support will come to Android users in a future app update, according to Tesla.

Exclude Home

With the addition of the hands-free frunk opening, Tesla has also added a new option. You can now choose to disable the automatic opening when your vehicle is located at home to prevent you from accidentally opening. This will apply to the automatic frunk and trunk. In addition, in the Model X, you’ll also be able to disable the self-presenting doors at home. This is a great addition as many people have kept the hands-free feature disabled due to it awkwardly opening in the garage.

In the 2024.32.3 update, Tesla also mentions that they’ve improved the detection of the phone key, which should make the feature more reliable and faster when approaching the vehicle from the front or rear.

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