Tesla’s engineering team faced a relentless barrage of recruitment calls from Apple during the development of the tech giant’s now-defunct electric vehicle project, codenamed “Project Titan.” According to Elon Musk, Tesla’s CEO, engineers resorted to unplugging their phones to escape the constant outreach.
Apple’s Ambitious EV Endeavor and Abrupt End
In 2022 and 2023, Apple was reportedly developing an EV in strict secrecy, with an initial target launch date of 2028 and a vision for a fully autonomous driving system. However, the project faced significant challenges and multiple revisions of its launch expectations. Apple ultimately abandoned Project Titan in early 2024, notifying over 2,000 employees via email. The company had scaled back its ambitions, initially aiming for a launch without manual driving controls, relying solely on autonomous technology. Later plans included a 2028 launch with “limited autonomous driving,” a concession that still presented a formidable challenge against established industry players like Tesla.
Dan Ives of Wedbush commented on the situation, suggesting that the evolving EV market made Apple’s endeavor an uphill battle. He noted that many engineers from Project Titan have now shifted their focus to AI initiatives within Apple, a move he deems appropriate.
Intense Recruitment Efforts and Tesla’s Response
As part of its efforts to create a competitive EV, Apple actively sought to recruit top talent from Tesla. During an interview, Elon Musk revealed the intensity of Apple’s recruitment, stating, “They were carpet bombing Tesla with recruiting calls. Engineers just unplugged their phones. Their opening offer without any interview would be double the compensation at Tesla.”
While Apple managed to attract some former Tesla employees, such as Senior Director of Engineering Dr. Michael Schwekutsch (who later moved to Archer Aviation), the company did not engage in legal disputes with Apple over employee poaching. This contrasts with Tesla’s previous actions, like taking legal steps against Rivian in mid-2020 due to an alleged “alarming pattern” of employee recruitment.
