BMW Walked Away From A Secret Tie Up With Apple In 2015

Recent reports from the German publication outfit Handelsblatt argue that there were talks between BMW, Daimler and Apple over the supposed Apple car but, these have recently fallen through.

The Apple car, much like many other technology projects is extremely secretive but what we do know about the car is that it is nicked named ‘Project Titan’. The concept is believed to be either a purely Hi-Tech electric car which could have the possibility to challenge the likes of Tesla. Apples relationship with BMW has also extremely secretive but, it is known that Tim Cook (Apple Inc CEO) alongside multiple other Apple executives visited a BMW factory in Leipzig, Germany in order to view how the i3 electric car is manufactured.  So, can it therefore be argued that there were talks between the two companies?

MDarringer - 6/2/2016 4:22:00 PM

+2 Boost

Apple wanting to build cars is idiocy. Apple teaming with BMW on technology would have been genius.

jeffgall - 6/2/2016 9:34:10 PM

+1 Boost

Good for BMW. They do not need to put up with Apple's BS. Having worked with them, they are arrogant and extremely hard to partner with.

PUGPROUD - 6/2/2016 9:40:49 PM

-1 Boost

The skill base of each company compliments the other but the egos of both made a deal impossible. A lost opportunity for both but feuds and failure were sure to follow because both think they are the alpha dog.

TheSteve - 6/2/2016 10:01:51 PM

+1 Boost

Apple didn't want to build a car. It wanted BMW to exclusively adopt Apple technology for BMW's infotainment system. Microsoft does iDrive. Apple wanted to replace that.

MorePower - 6/2/2016 10:52:02 PM

+3 Boost

Sounds like Apple being Apple and telling BMW how to do things.

I'm sure Apple's policy on selling/"sharing" customer data had something to do with it as well.