Apple, the computer and smartphone manufacturer, has been busy working on a new project, code-named "Titan", which has seen the Cupertino-based firm hiring numerous automotive experts. According to recent whispers from people believed to be close to the project there are now several hundred people involved with the vehicle, which is rumored to resemble a compact MPV and will most likely be an electric vehicle.
The computer giant has recently moved into the automotive world with its CarPlay infotainment system, which Ferrari, Honda, Hyundai, Mercedes-Benz and Volvo has already adopted, with more car brands such as BMW and Toyota committing to rolling out compatible models in the future.
Back in July 2013 Tim Cook, Apple Chief Executive, described Apple's strategy for automotive as "very, very important" and a "key focus." The company has already taken on Google by creating its own navigation system called Maps and over the last couple of years has increased the level of connectivity and location-based software with its iOS operating system. All of which integrate nicely with CarPlay, but could also have much wider use were it to create its own car and subsequent vehicle network.
Google has also created its own car, a self-driving one that is currently undergoing tests in California, which remains one of the few places where self-driving cars are legally permitted to drive on the public roads.
BMW is also developing a system under its 'ConnectedDrive' project that links its own cars enabling them to talk to each other in a bid to improve road safety and more recently, Volvo showcased a system that sees its cars communicating with other road uses, not just cars, as you can see here.
Keen to poach some key automotive personnel, Apple has reportedly been offering substantial financial incentives to attract the right people. Elon Musk, founder of Tesla Motors, has claimed that the Cupertino firm has approached a number of his employees with $250,000 signing bonuses and pay increases of up to 60 per cent.
One of the recent additions to Apple's staff is Johann Jungwirth; former Head of Mercedes-Benz R&D Department based in Silicon Valley, who now, according to his LinkedIn profile, is Director of Mac Systems Engineering.
Anything else?
For now Apple is, naturally, remaining very tight-lipped on the topic and it is not yet known whether it will be a self-driving car or not, but what is more certain is that it is likely to be electrically powered. Of course, making a new vehicle for any company isn't a quick or easy process and if Apple were really to go as far as becoming a car manufacturer, it would have to go through all of the usual regulatory and safety processes in order to gain road-worthy certification.
The other key factor in it would be the distribution method of such a vehicle. Given Apple's well-known desire to retain a high degree of control of the sales process and the troubles that Tesla has run into in some countries by selling directly to customers, this could be a potential stumbling block.