Apple is Working on Self-Driving Shuttle Service Called PAIL

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Then came a reboot of the effort which brought Bob Mansfield and a move away from building a auto to working on autonomous systems with.

Team members complained of shifting priorities and arbitrary or unrealistic deadlines.

In the meantime, Apple is focusing on a self-driving campus shuttle called PAIL - short for "Palo Alto to Infinite Loop". In June, Apple Chief Executive Tim Cook told Bloomberg News the company was "focusing on autonomous systems" but didn't go into details.

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The company has been working on its automotive technology under the internal code name "Project Titan" since at least 2014, and once meant to build its own vehicle from start to finish, creating a true "Apple Car". Executive Steve Zadesky, originally in charge of Titan, preferred to build a semi-autonomous vehicle, much as Tesla has now. Apple design guru Jony Ive wanted to focus on a fully self-driving vehicle like those from Google spinoff Waymo. It even wanted to change the wheel designs, making them spherical instead of round, the NYT says - nearly too flawless a metaphor for how Apple's perfectionism took the project down.

Apple's not alone among tech companies in giving up on making the whole auto.

Under Bob Mansfield, Project Titan employees are growing again (after many hardware positions were eliminated), however, they are focused on autonomous systems rather than vehicle hardware.

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Apple's headlong foray into autonomous vehicles underscores one of the biggest challenges facing the company: finding the next breakthrough product.

Apple is developing a self-driving shuttle service called PAIL which will take employees between its various Silicon Valley offices, reports the New York Times.

Oh, and there's one more thing to this Apple Car story.

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