Project Titan was Apple’s not-so-secret internal division tasked with building an Apple automobile sometime in the not-too-distant future. Much like Tesla, Apple saw the market inefficiencies in the automotive industry and sought to fill some of them (for instance, cars ought to drive themselves given computers are much better drivers than humans; a car spends the majority of your ownership thereof sitting idle waiting for you to need it — why not allow others to rent it when you’re not using it?; etc.). But, as of this week(ish), Apple has significantly downgraded its ambitions in the automotive space — a seemingly rare defeat for a company that has done little-to-no wrong in the last decade (save for maybe the Apple Watch depending on how you look at it).