· Why can Apple benefit from electric vehicle projects?

Apple, which has historically grown with the help of the iPhone 6 and holds a lot of cash, has recently revealed that it is secretly carrying out an electric car project called Titan, which has once again become the focus of the scientific community. Although it is still uncertain whether Apple will become an independent car manufacturer, for Apple, investing in electric vehicle technology is not only the trend of the times, but also allows it to benefit from at least three aspects.
Battery Technology The first is battery technology. Battery technology has always been a pain point for Apple, especially when it has to develop batteries for smaller Apple Watches and so on. When electric vehicles emerged, cars became essentially larger consumer electronics. The development of electric vehicles will contribute to advances in battery technology for consumer electronics devices and vice versa. Manufacturing cars can allow Apple to invest more in battery technology.
In fact, Apple has been aggressively recruiting battery talent for some time. Katie Fehrenbacher found that last summer, Apple opened up more than a dozen battery-related positions, including battery chemistry and materials, battery management systems, battery system design, and even battery manufacturing and supply chain positions. Not only that, but Apple has also digged from many battery startups. The battery industry startups Leyden Energy and Envia's former executives are now working at Apple, and their former clubs are in a downturn, and Apple has benefited.
Retaining talent While it sounds surprising, Apple needs to retain top talent with more exciting products. According to a report in the Wall Street Journal, Apple's Titan project has retained many of the employees who intend to leave. Because this project allows them to devote themselves to exciting new careers without the pains of trying to design their brains and iteratively mature old product lines every year.
Apple engineers have some common qualities: they are goal-driven talents and are interested in projects that are impactful and difficult on a global scale. So, as Apple's consumer electronics line matures, it must use new things to motivate the smartest and hardest people to work for. In the words of musician Bono, "Apple's competitors don't understand that the smartest people don't just work so hard for money." Apple not only understands this, but also is willing to sign bonuses and ratios with $250,000. It was originally 60% higher than the salary of the Tesla employees.
On the other hand, Apple's team of designers originally had a strong interest in cars. Lead designer Jon Ive and his recently hired Marc Newson in London are car fanatics who are disappointed with most modern cars. Julian Honig is a former designer of Lamborghini and Audi, and Jim Cuseo, who has worked for Ford, MIT Motorosports and MagCanica. Automotive projects can greatly stimulate their creativity and initiative, and create products for Apple that have the potential to subvert the industry.
A place for future competition Despite the current invincibility in the smartphone market, Apple still needs to cope with fierce competition in the future, such as its number one rival Google. The smartphone operating system is the only one of Android and iOS, and in the smart car operating system and driverless field, Google has already taken the lead.
Compared to Apple, which launched CarPlay late last March, Google X Labs began researching autonomous driving technology in 2009, and has experience in driverless, navigation systems, and urban travel. Last year, Google announced the prototype of an unmanned vehicle (also an electric car) that was completely developed and manufactured independently, and claimed that it is expected to be put into use on a large scale within 2-5 years.
And Apple and Tesla have opened up the market for electric cars. In a sense, Tesla mimicked Apple's practice of opening a retail store and focusing on a single product line. More than a year ago, Apple executives met with Musk to discuss Apple. Musk also mentioned Apple many times in recent earnings reports, saying that Tesla could reach Apple's scale within ten years.
Even if Tesla will become another rival, Apple's $178 billion in cash is three times the value of Toyota's market, and it is not afraid to compete with Tesla. And if there is an opportunity to cooperate with it, Apple will not lose to Google in the hardware and software, cross-platform ecosystem. In addition, Apple took the lead in recruiting a group of talents in the traditional automotive industry through the Titan project, so that it will not easily fall into the competition with traditional car manufacturers.
Whether it's Apple or Google's timeline, it's still five years to see their cars on the road. On the early stage of success or failure, at least in the $3 trillion auto market, Apple has its own place and can benefit from it, and will continue to be the most innovative technology company in the next five years.

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