评论翻译摘要：Project Titan, Apple’s secretive car program, has been canceled. The tech giant spent billions of dollars over the past decade as
Project Titan, Apple’s secretive car program, has been canceled. The tech giant spent billions of dollars over the past decade as part of a grandiose plan to upturn the car industry in the same way the iPhone revolutionized mobile phones. There was an abortive effort to buy Tesla, a design inspired by the old Volkswagen bus and plans to team up with Mercedes-Benz, BMW and others.
But last month, Apple quietly abandoned the car project. Bloomberg News goes under the hood of Project Titan to reveal what the company was planning and explain why it ultimately fell apart.
代号“泰坦”（Project Titan）的苹果秘密造车计划最终宣告流产。这家科技巨头在过去十年砸下数十亿美元，试图像当年iPhone颠覆手机行业一样重塑汽车产业。他们曾尝试收购特斯拉但无果而终，其设计灵感源自大众经典面包车，还计划与梅赛德斯-奔驰、宝马等车企合作。
然而上个月，苹果悄然终止了这个汽车项目。彭博社深入挖掘“泰坦计划”的内幕，揭秘苹果的造车蓝图，并剖析其最终失败的原因。
@bakerkawesa
They realized they couldn't achieve the astronomical profit margins they're accustomed to.
他们意识到无法获得惯常的天文数字般利润。
@oisinquinn9469
Its a low margin business that takes like 15 years to produce profitably. Apple does high margin businesses.
这是一个利润微薄的行业，需15年才能盈利，而苹果专注于高利润业务。
@pji1979
They had one look at Rivian's balance sheet and income statement. That was enough.
他们看了眼Rivian的资产负债表和损益表，就足够了。
@hydrohasspoken6227
What am i missing here?
xiaomi has much less cash than Apple and started the car project much late.
Is this a case of chasing perfection instead of focusing to finish the job at hand?
我漏掉了什么？
小米的资金远少于苹果，造车项目启动得也晚得多。
这是否属于追求完美而忽视眼前的任务？
@DeeepXXX
They has Chinese supply chain and Chinese EV market which is the biggest in the world.
他们拥有中国供应链和全球最大的中国电动汽车市场。
原创翻译：龙腾网 https://www.ltaaa.cn 转载请注明出处
@yourcrazybear
@DeeepXXX "They has Chinese supply chain and Chinese EV market which is the biggest in the world."
So? Apple could have produced a car if they wanted to.
@DeeepXXX "他们拥有中国供应链和全球最大的中国电动汽车市场。"
那又如何？苹果真想造车也能造。
@jonaboy3
@yourcrazybear Could they have produced a compelling car that fits in the ecosystem, at a profit, without the huge China subsidies? No.
@yourcrazybear 没有中国的巨额补贴，他们能造出既融入生态系统又盈利的吸引人车型吗？不能。
@SajanKumar-mx2jg
If you see from apple perspective every product they create is not allowed to work correctly and repairable by third party and that is way harder to implement in automotive industry, I think this is one of the major reason.
从苹果的角度看，他们所有的产品都不允许第三方正常使用或维修，而要在汽车行业实现这种封闭性要困难得多——我认为这是主要的原因之一。
@1flash3571
@yourcrazybear Car business is a HIGH CAPITAL COST business. Apple don't deal with those kinds of business model. Car companies like Toyota, Ford, and GM and VW have a VERY HIGH DEBT in the 10s of BILLIONS in debt. VW have around 160 to 230 Billion dollars in debt. That is around what Apple has in their reserves and not much debt. It is opposite of what they do.
@yourcrazybear 汽车业是超高资本密集型产业。苹果从不涉足这类商业模式。丰田、福特、通用和大众等车企都背负了数百亿美元债务——仅大众就欠债1600-2300亿美元，这相当于苹果的全部现金储备。苹果几乎零负债，与车企的运营模式完全相反。
@yourcrazybear
@jonaboy3 "@yourcrazybear Could they have produced a compelling car that fits in the ecosystem, at a profit, without the huge China subsidies? No."
Yes they could have.
@jonaboy3 "没有中国巨额补贴，他们能造出既融入生态系统又盈利的吸引人车型吗？不能。"
不，他们完全可以做到。
@JiajuChen
I think the weirdest situation for apple is that, to build an autonomous driving car, you really need a lot of data, and apple isn't willing to sell the car without selfdriving capabilities first. Testing only with your own team really can't match the real consumers testing.
苹果最尴尬的处境在于：研发自动驾驶汽车需要海量的数据，但他们又不愿意先推出非自动驾驶车型。仅靠内部团队测试，根本无法媲美真实用户的使用数据。
@Hans-gb4mv
i disagree. Almost all manufacturers have designed their system so far without acquiring massive amounts of driving data from their customers. Tesla is the only exception and they are not really ahead in the market compared to that competition.
The big issue imho is the goal they had set. Level 5 autonomy is still a long time away. We won't see it this decade and the industry is already shifting away from the promise of driverless cars and pivoting once again towards level 3.
我不同意。事实上多数厂商设计系统时都未依赖海量用户的驾驶数据，特斯拉只是一个特例，而且其市场优势也并不明显。
关键的问题在于目标设定——L5级自动驾驶仍遥不可及，未来十年都难以实现。行业已开始放弃完全自动驾驶的承诺，重新转向L3级。
@f4rr3r
According to the Tesla model, you need a lot of data. LiDAR based autonomy requires a lot less training.
按照特斯拉的模式需要海量的数据，而基于激光雷达的自动驾驶系统所需的训练数据则少得多。
@marcusaurelius49
It never ceases to amaze me the hubris of the techies to think that because they can build a phone or software, they can replicate their success in other industries just because they think they are so smart. Wrong, wrong, wrong.
这些科技精英的傲慢总让我感到惊叹——以为能造手机或软件就能在其他行业复制成功，只因为他们自认聪明绝顶。这大错特错。
@f4rr3r
xiaomi and Google both seem to be doing okay �� Even Apple could have entered the market in a big way if they had stayed committed to the idea of being a third party provider of infotainment software and autonomous driving systems.
小米和谷歌似乎都做得不错。苹果如果坚持做车载娱乐系统和自动驾驶方案的第三方供应商，本可大举进军该市场。
来源：左右图史