Tim Cook seeks help from a Ford expert developing an Apple car amid a series of setbacks

Tim Cook seeks help from a Ford expert developing an Apple car amid a series of setbacks

According to a report in Bloomberg that Apple declined to confirm, the California-based company recruited former Ford executive Desi Ujkashevic to help it bring to market a self-driving vehicle as soon as 2025. What her role at Apple’s on-again, off-again car project will be precisely was not specified. At the time of her departure a month ago, Ujkashevic posted on LinkedIn she was “excited to start my next adventure” after finishing as director of Ford’s global automotive safety engineering office. There she was responsible for all current and future program safety strategies, including autonomous vehicles.

Sign up for the Fortune Features email list to ensure that you don’t miss out on our most important features, exclusive interviews, and investigations. The world’s most valuable company did not turn to a software prodigy or artificial intelligence expert from the tech world in its latest bid to finally launch an Apple car in the coming years. Instead, CEO Tim Cook sought advice from someone steeped in the traditions of Detroit’s unionised auto industry, which Wall Street has written off in recent years as an obsolete, value-destroying dinosaur ripe for disruption by Silicon Valley’s fast movers.

“I hope to continue to contribute to society and advancing technology with a purpose,” she wrote on the social media site, adding her aspiration would be “ultimately making a better world.” While it would be a stretch to say Ujkashevic is a household name among carmakers, an industry source that has known her for years characterized her as a manager with impeccable soft skills likely picked for her expertise in the labyrinthine field of safety and compliance laws. “You cannot underestimate the enormous amount of work that goes into making a vehicle compliant with various regulatory regimes around the world. It’s an inescapable part of the industry — you just cannot get around it,” the person said.

“So you need someone from the automotive business to be able to do that for you, and I would suspect that’s why they hired her.” Apple has been pondering how to break into the auto industry for nearly a decade. The earliest reference to its interest was a reference in 2012 made by then independent board member and J. Crew CEO, Mickey Drexler, that the company’s legendary founder, Steve Jobs, wanted to take on Detroit’s Big Three. “Steve’s dream before he died (in 2011) was to design an iCar,” he said in an interview at the time.

Rumors that Cook, Jobs’ annointed successor, was actually following up on that idea started to trickle out two years later, as more and more reports started to emerge of Project Titan, the code name for the team developing the Apple car. Apple’s interest in the field is likely due to the possibilities that self-driving vehicles offer in terms of new revenue streams. Once drivers turn into passengers, the car becomes a kind of living room where interactive dashboard displays can be used for advertising goods and services much like any smartphone or tablet.

The company’s efforts however have been marked by repeated setbacks. An ever-changing roster of project managers came and went, seemingly with little progress. Internal conflicts furthermore dogged the team as disagreements reportedly ensued as to whether Apple should develop an entire car or simply focus on its intelligence and user interface. This would be a beefier, much more expansive version of its CarPlay feature, which seamlessly connects an Apple smartphone to the car’s infotainment system. Various partners in the industry have also been purported to be in talks to assist Apple, including BMW, Nissan and Hyundai, only to reportedly break negotiations over strategic differences.

The News Highlights

  • Tim Cook seeks help from a Ford expert developing an Apple car amid a series of setbacks
  • Check the latest Rumors updates and news.
Disclaimer: If you need to edit or update this news from compsmag then kindly contact us Learn more

For Latest News Follow us on Google News


Latest Headlines
  • Show all
  • Trending News
  • Popular By week
Android 13 of Dragon Ball Z fame is designed by a Dragon Ball Super Artist
Android 13 of Dragon Ball Z fame is designed by a Dragon Ball Super Artist
The seventh movie of the Dragon Ball Z series, Dragon Ball Z: Super Android 13!, introduced a number of new androids created by the Red Ribbon Army, taking ...
Prime Minister Modi reiterated his support for a peaceful, stable and secure Afghanistan during his meeting with Boris Johnson.
Prime Minister Modi reiterated his support for a peaceful, stable and secure Afghanistan during his meeting with Boris Johnson.
PM Modi said in a joint media statement following delegation-level talks with Boris Johnson: “We reaffirmed our commitment to a peaceful, stable, and safe ...
With Shanghai Reopening Signs, FOREX-Aussie Rises, Safe Haven Dollar and Yen Ease
With Shanghai Reopening Signs, FOREX-Aussie Rises, Safe Haven Dollar and Yen Ease
The Aussie gained 0.8% to $0.7008, just above the psychologically important 70 cent level, getting additional support from a tick down ...
More than 50 heads of state will attend the World Economic Forum's annual conference in Davos
More than 50 heads of state will attend the World Economic Forum’s annual conference in Davos
The meeting’s overriding priority is to accelerate progress and make an impact in tackling global challenges and improving the state of the world, the WEF ...
After the government reduced the excise duty, gasoline prices were reduced by Rs 9.5/L and diesel prices were reduced by Rs 7/L
After the government reduced the excise duty, gasoline prices were reduced by Rs 9.5/L and diesel prices were reduced by Rs 7/L
Petrol price in Delhi will from Sunday cost Rs 95.91 a litre as against Rs 105.41 a litre currently while diesel will cost Rs 89.67 a litre as opposed to Rs ...
What we learned from the most recent NetEase conference
What we learned from the most recent NetEase conference
The survival game will get even bigger this summer with an expansion called Toward the Unknown. It will introduce new gameplay modes, and outfits while ...
The euro and the pound maintain their overnight advances
The euro and the pound maintain their overnight advances
Sterling was at $1.24805 easing from a two-week high $1.2501 hit earlier in the session, having risen 1.4% on Tuesday after data showed Britain’s jobless ...
iPhone 14 supplier may be in danger
iPhone 14 supplier may be in danger
As a result of this controversy, it’s possible that “BOE cold not receive any orders” for the iPhone 14. The intrigue gets juicier. According to The Elec, ...
There are 6 million phone games!  What is Washington's preferred option
There are 6 million phone games! What is Washington’s preferred option
Let’s start with Angry Birds. Angry Birds was ranked the most popular and addicting game in 2010. People still love it. The feathered freaks spawned two ...
JSW Steel increases amount of pulverized coal purchased from Russia
JSW Steel increases amount of pulverized coal purchased from Russia
“We have increased our supplies of pulverised coal from Russia up to 10-15 per cent of our requirement. Earlier, it was in the range of 2-3 per cent,” Nowal ...
Show next
We will be happy to hear your thoughts

Leave a reply

Compsmag - Latest News In Tech and Business
Logo