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.
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 has begun to reach out to customers in the United States and is offering demo drives of the Cybertruck on an invite-only basis. @brandonhd on X shared the first invite image, and it looks like it's going out quite quickly to multiple locations that have Cybertrucks on display.
Up until now, display vehicles have been for just that – looking, but no touching. Some Tesla delivery centers and showrooms have also allowed viewers to take a seat inside and open it up, but most are still locked away behind the velvet rope.
It’s exciting to see that Tesla has begun to demo them – and it can only be so long until demo drives open up to everyone.
Advisor-led Demo
This Demo Drive is led by a Tesla Advisor – while you’re driving, the advisor will be in the passenger seat, walking you through the experience. They’ll explain steer-by-wire, off-road controls, and will introduce new-to-Tesla buyers to all the features that are currently available.
The list of locations so far for demo drives appears to be fairly limited, but we will hopefully see demo drives roll out throughout the United States, and eventually Canada too. Here is the current list of city/state locations that have seen demo drive invites.
Actually Smart Summon, the successor to Tesla’s Smart Summon feature, has been confirmed to be coming as soon as next month as per Elon Musk. Colloquially known as “ASS”, Actually Smart Summon is supposed to improve on the regular Smart Summon capabilities, which have historically used ultrasonic sensors (USS) to navigate parking lots.
We’re looking forward to Actually Smart Summon, and we’re quite excited about what other features will be unlocked once it finally shows up at our doorstep.
Vision-based Improvements
ASS is supposed to bring Smart Summon to vehicles that don’t have USS – using Tesla Vision. Most recently, Tesla has brought Autopark to vehicles without USS, and Vision-based Autopark has been a huge success. It is faster, more reliable, and smoother than the older USS-based solution. It can also park and maneuver in tighter locations.
Today, Smart Summon is sometimes useful at best, usually a party trick, or downright dangerous at worst. It’s excellent and best used in straight lines, where you have a clear line of sight of the vehicle, and can stop it if doesn’t see an obstacle.
I used Smart Summon today, just before writing this article – my 2022 Model Y (with USS) – did manage to show up just fine – in a straight-line location from where I was parked, after exiting the parking spot fairly cleanly. However, I’ve previously used Smart Summon and have had the vehicle turn towards obstacles, such as cart returns or curbs. Overall, it’s a sometimes-useful feature that has a lot of drawbacks right now.
Smart Summon is also restricted to a certain distance – and it's pretty small. The max distance is shorter than most parking lots, being only about 215 ft (65m). If you’re lucky enough to park close, it's very useful to bring your car right to you.
Actually Smart Summon
ASS will bring FSD V12-like capabilities to Smart Summon – the vehicle will primarily use Vision to drive toward you (or the location you’ve indicated). ASS has been supposed to be coming since about September 2022 and has seen many delays – we’re almost at the 2-year point today.
We’re looking forward to Actually Smart Summon being able to bring the vehicle – safely – right to you. ASS is also one of the key steps towards bringing some other cool features that Elon Musk has previously mentioned – Park Seek and Banish Autopark.
We’re also hopeful that Actually Smart Summon will increase the maximum range a vehicle can be summoned, because the current range is fairly small. Alongside Park Seek and Banish Autopark, we’re closing in on a Robotaxi-based future.
Park Seek and Banish Autopark
When the FSD v12.4 showed up, Elon also mentioned that going forward, vehicles would automatically park themselves when arriving in a parking lot – Park Seek – and that if you got out of the car at the entrance to a business, you could get it to automatically park itself in the parking lot – Banish Autopark. These are two features that are needed for Robotaxi to work – which itself is delayed to October 10th of this year. We’re looking quite forward to them – as in combination with Actually Smart Summon, Tesla has reached the cusp of vehicle autonomy.
A vehicle that arrives, driverless, at the location you’re at, then drives somewhere, parks itself there, and waits for you – is the definition of a Robotaxi.
While we’re likely to have to wait for Banish Autopark and Park Seek just a bit longer, Actually Smart Summon being around the corner is exciting! Gone will be the days of having to run out to your car when you forgot your umbrella – your car will just come right to you instead.
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