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Behind Apple’s Doomed Car Project: False Starts and Wrong Turns

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For the last decade, many Apple employees working on the company’s secretive car project, internally code-named Titan, had a less flattering name for it: the Titanic disaster. They knew the project was likely to fail.

Throughout its existence, the car effort was scrapped and rebooted several times, shedding hundreds of workers along the way. As a result of dueling views among leaders about what an Apple car should be, it began as an electric vehicle that would compete against Tesla and morphed into a self-driving car to rival Google’s Waymo.

By the time of its death — Tuesday, when executives announced internally that the project was being killed and that many members of the team were being reassigned to work on artificial intelligence — Apple had burned more than $10 billion on the project and the car had reverted to its beginnings as an electric vehicle with driving-assistance features rivaling Tesla’s, according to a half dozen people who worked on the project over the past decade.

The car project’s demise was a testament to the way Apple has struggled to develop new products in the years since Steve Jobs’s death in 2011. The effort had four different leaders and conducted multiple rounds of layoffs. But it festered and ultimately fizzled in large part because developing the software and algorithms for a car with autonomous driving features proved too difficult.

Apple declined to comment.

“When it started, it was aligning the stars on something Apple alone could hit a home run on,” said Bryant Walker Smith, an associate professor at the schools of law and engineering at the University of South Carolina, who spoke to Apple briefly about its project in 2015. “A decade later, the stars have realigned to make this a lot of risk and not a lot of gain.”

When Apple launched its car project in 2014, it was among a stampede of investors, executives, engineers and companies chasing the idea of a self-driving car. After Google began testing prototypes on public roads in California, voices across Silicon Valley insisted that autonomous vehicles would soon be commonplace. Apple didn’t want to be left behind.

At the time, the company was dealing with questions from its top engineers about its next project, according to three people familiar with the project’s origins. It had just finished the Apple Watch, and many engineers were restless to begin work on something new. Tim Cook, Apple’s chief executive, approved the project in part to prevent an exodus of engineers to Tesla.

Apple also needed to find new ways to expand its business. The company was anticipating that sales of iPhones would slow in the coming years. Cars were part of a $2 trillion transportation industry that could help Apple, which by then was a nearly $200 billion business.

Despite having a vote of confidence from Apple’s chief executive, members of the team knew they were working against harsh realities, according to the six employees familiar with the project. If it ever came to market, an Apple car was likely to cost at least $100,000 and still generate razor-thin profit compared with smartphones and earbuds. It would also arrive years after Tesla had dominated the market.

The company held some discussions with Elon Musk about acquiring Tesla, according to two people familiar with the talks. But ultimately, it decided that building its own car made more sense than buying and integrating another business.

Mr. Musk did not respond to a request for comment.

From its inception, the project was troubled by differing views on what it should be, the people familiar with it said. Steve Zadesky, who initially led the effort, wanted to build an electric vehicle that competed with Tesla. Jony Ive, Apple’s chief design officer, wanted to pursue a self-driving car, which members of the software team said could be done.

Apple, which by then had $155 billion in cash, spent lavishly to hire hundreds of people with experience in machine learning, a type of A.I. technology, and other capabilities crucial to making a self-driving car. The influx of people made the project among the first that Apple had developed with so many outsiders new to the company’s culture.

The car team, composed of more than 2,000 employees by this year, included engineers who had worked for NASA and developed racecars for Porsche.

The group developed an array of new technologies, including a windshield that could display turn-by-turn directions and a sunroof that would feature special polymer to reduce heat from the sun.

To bolster morale and guidance, star executives like Mr. Ive and the head of Mac engineering, Bob Mansfield, got involved. The company acquired several start-ups to join the car team. In 2021, to steer the project toward success, Apple put Kevin Lynch, the executive behind its popular Apple Watch, in charge of the car.

Mr. Ive and his team of designers drew concepts for a car that would look like a European minivan such as the Fiat Multipla 600, which has a half-dozen windows and a curving roof. It had no steering wheel and would be controlled using Apple’s virtual assistant, Siri.

One day, in the fall of 2015, Mr. Ive and Mr. Cook met at the project’s headquarters in Sunnyvale, Calif., for a demonstration of how the car might work. The two men sank into the seats of a cabinlike interior. Outside, a voice actor read from a script of what Siri would say as the men zoomed down the road in the imaginary car. Mr. Ive asked Siri what restaurant they passed and the actor read an answer, said two people familiar with the demonstration.

But by 2016, it was clear that the car effort was in trouble. Mr. Zadesky left Apple, and his successor, Mr. Mansfield, told the team working on the project that they would be shifting their focus from building a car to building self-driving car software, said three people familiar with the shift.

Apple secured permits from California to begin test-driving Lexus sport utility vehicles outfitted with sensors and computers. It held discussions with car makers such as BMW, Nissan and Mercedes-Benz before striking a deal with Volkswagen to provide Transporter vans for self-driving shuttles on Apple’s campus.

Two more leaders took over the car effort in the years that followed. Doug Field, a former Tesla executive, laid off more than 200 employees on the project as he leaned into efforts to build its self-driving system. Then Mr. Lynch, who succeeded him in recent years, reversed the company’s plans and went back to its original idea of making an electric vehicle.

Mr. Mansfield and Mr. Field didn’t respond to requests for comment.

At the start of this year, Apple’s leadership decided that it was a better use of the company’s time to work on generative A.I. rather than the car, the company told employees in an internal meeting on Tuesday. The company said some members of the Project Titan team would be reassigned to work on artificial intelligence.

In interviews on Wednesday with The New York Times, people who worked on the project praised the decision to shutter it, saying the technology behind generative A.I. could be invaluable to the future of the company’s all-important iPhone business.

Apple’s dead car project will be survived by its underlying technologies. The company plans to take what it has learned about artificial intelligence and automation and apply it to other technologies that are being researched, including A.I.-powered AirPods with cameras, robot assistants and augmented reality, according to three people briefed on the projects.

Though the engineers working on automation software will get to work on artificial intelligence projects, others on the car team have been told they will need to apply for different roles at the company.

Cade Metz contributed reporting.



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Inside OpenAI’s Library – The New York Times

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The two-story library has Oriental rugs, shaded lamps dotting its desks and rows of hardbacks lining its walls. It is the architectural centerpiece of the offices of OpenAI, the start-up whose online chatbot, ChatGPT, showed the world that machines can instantly generate their own poetry and prose.

The building, which was once a mayonnaise factory, looks like a typical tech office, with its communal work spaces, well-stocked micro-kitchens and private nap rooms spread across three floors in San Francisco’s Mission District.

But then there is that library, with the ambience of a Victorian Era reading room. Its shelves offer everything from Homer’s “The Iliad” to David Deutsch’s “The Beginning of Infinity,” a favorite of Sam Altman, OpenAI’s chief executive.

Built at Mr. Altman’s request and stocked with titles suggested by his staff, the OpenAI library is an apt metaphor for the world’s hottest tech company, whose success was fueled by language — lots and lots of language. OpenAI’s chatbot was not built like the average internet app. ChatGPT learned its skills by analyzing huge amounts of text that was written, edited and curated by humans, including encyclopedia articles, news stories, poetry and, yes, books.

The library also represents the paradox at the heart of OpenAI’s technology. Authors and publishers, including The New York Times, are suing OpenAI, claiming the company illegally used their copyrighted content to build its A.I. systems. Many authors worry that the technology will ultimately take away their livelihood.

Many OpenAI employees, on the other hand, believe the company is using human creativity to fuel more human creativity. They believe their use of copyrighted works is “fair use” under the law, because they are transforming these works into something new.

“To say that this is a public debate right now is an understatement,” said Shannon Gaffney, co-founder and managing partner of SkB Architects, the architectural firm that renovated OpenAI’s headquarters and designed its library. “Though things might look like they are going in different directions, the library serves as a constant reminder of human creativity.”

When OpenAI hired Ms. Gaffney’s firm to renovate the building in 2019, Mr. Altman said he wanted a library with an academic aura.

He wanted it to be a reminder of the Green Library, a Romanesque library at Stanford University, where he was a student for two years before dropping out to build a social media app; the Rose Reading Room, a Beaux-Arts study hall on the top floor of the New York Public Library in Midtown Manhattan; and the library-like bar inside the now defunct Nomad Hotel, 15 blocks south of the Rose.

“My dining room and living room at home is inside a library — floor-to-ceiling books all the way around,” Mr. Altman said in an interview. “There is something about sitting in the middle of knowledge on the shelves at vast scale that I find interesting.”

Many titles, like “English Masterpieces, 700-1900” and “Ideas and Images in World Art,” seem like the weighty hardbacks that professional decorators place strategically inside hotel lobbies because they look the part. Still, the library is a reflection of the organization that built it.

On a recent afternoon, two paperbacks sat beside each other at eye-level: “Birds of Lake Merritt” (a field guide to the birds found in a wildlife refuge in Oakland, Calif.) and “Fake Birds of Lake Merritt” (a parody written by GPT-3, an early version of the technology that drives ChatGPT).

Some employees see the library as a quieter place to work. Long Ouyang, an A.I. researcher, keeps a rolling desk against the wall. Others see it as an unusually elegant break room. On weekends, Ryan Greene, another researcher, pumps his digital music through the audio speakers tucked among the hardbacks.

It is, other employees said, a far more inspiring place to work than a cubicle. “This is why so many people choose to work in the library,” Ms. Staudacher said.

Recently, Mr. Greene began feeding lists of his favorite books into ChatGPT and asking for new recommendations. At one point, the chatbot recommended “The Book of Disquiet,” a posthumously published autobiography from the Portuguese writer Fernando Pessoa. A friend, who knew his tastes well, had recommended that he read the same book.

“Given the trends and patterns in things that have happened in the past, the technology can suggest things for the future,” Mr. Greene said.

Ms. Gaffney, from OpenAI’s architectural firm, argued that this blend of the human and the machine will continue. Then she paused, before adding: “That, at least, is what I hope and feel.”



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Why TikTok Users Are Blocking Celebrities

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As protests over the war in Gaza unfolded blocks away, last week’s Met Gala was largely devoid of political statements on the red carpet. That the organizers of fashion’s most powerful annual spectacle (one for which tickets cost $75,000 this year) achieved this proved surprising to many observers. Less than two weeks later, though, a fast-growing online protest movement is taking shape. At least, it is on TikTok, the social media platform that was a sponsor of the Met event.

Blockout 2024, also referred to as Operation Blockout or Celebrity Block Party, targets high-profile figures who participants feel are not using their profiles and platforms to speak out about the Israel-Hamas war and wider humanitarian crises. Here’s what has happened so far, what supporters hope to achieve and why it all began.

The criticism began on May 6, when Haley Kalil (@haleyybaylee on social media), an influencer who was a host on E! News before the event, posted a TikTok video of herself wearing a lavish 18th-century-style floral gown and headdress with audio from Sofia Coppola’s 2006 film “Marie Antoinette,” in which Kirsten Dunst proclaims, “Let them eat cake!”

The clip (for which Ms. Kalil later apologized and which was deleted) was viewed widely. Given the current global conflicts and humanitarian crises, critics described it as “tone deaf.” Then posts emerged comparing ostentatious costumes worn by celebrities on the Met red carpet to scenes from “The Hunger Games,” in which affluent citizens in opulent outfits wine and dine while watching the suffering of the impoverished districts for sport.

Images of Zendaya, a Met Gala co-chair, spliced with photographs of Palestinian children, incited the online masses. A rallying cry soon came from @ladyfromtheoutside, a TikTok creator who found inspiration in Ms. Kalil’s parroting of Marie Antoinette.

“It’s time for the people to conduct what I want to call a digital guillotine — a ‘digitine,’ if you will,” she said in a May 8 video post with two million views. “It’s time to block all the celebrities, influencers and wealthy socialites who are not using their resources to help those in dire need. We gave them their platforms. It’s time to take it back, take our views away, our likes, our comments, our money.”

“Block lists” of celebrities thought to be deserving of being blocked were published and widely shared online.

The movement is made up of pro-Palestinian supporters who have been assessing the actions and words of A-listers in order to decide if they have adequately responded to the conflict. If they have said nothing or not enough, the movement calls for those supporting Gaza to block that celebrity on social media. What constitutes sufficient action by the famous person — be it calls for a cease-fire, donations to aid charities or statements — appears unclear and can vary from celebrity to celebrity.

“Blockout” supporters argue that blocking is important because brands look at data on the followers and engagement of influencers and celebrities on social media before choosing whether to work with them to promote a product. Blocking someone on social media means you no longer see any posts from the person’s accounts, and it gives the blocker more control over who has access to their own updates and personal information. It can have more impact than unfollowing a celebrity account because many product deals thrive on targeted ads and views that can accumulate even if a user simply sees a post, without liking or sharing it.

If enough people block a content creator, it could reduce the creator’s ability to make money. Also, adherents of this thinking say, why follow someone whose values don’t align with yours?

Attendees with huge followings, like Zendaya, Kim Kardashian and Kylie Jenner, have been at the top of the chopping blocks. But so have celebrities who didn’t attend the gala this year, including Justin Bieber, Taylor Swift and Selena Gomez.

Vogue, which according to Puck News published 570 Met Gala stories on its platforms and recorded more than a billion video views of content from the night, has also been targeted because of its ties to the event.

“The Met Gala is by far and away Vogue’s biggest cash cow,” Elaina Bell, a former Vogue employee, said in a TikTok post with 850,000 views. She explained that the event sold sponsorships “based on the data of past events,” adding, “How the Met Gala is seen is so important to the bottom line of Vogue specifically but also to Condé Nast.”

It certainly raised some eyebrows. The dress code was “The Garden of Time,” inspired by the J.G. Ballard short story of the same name. It’s an allegorical tale about an aristocratic couple isolated in their estate of fading beauty harassed by an enormous crowd preparing to overrun and destroy the space. Rather on the nose.

Yes. Some posts say the blockout is a negative example of “cancel culture.” Others suggest that, like other social media-led movements, it is digital posturing that generates little meaningful change.

Some argue that celebrities do not have a duty (or the awareness) to speak out on complicated geopolitical issues, and they question why it matters what famous people think about those issues, anyway. Others feel the movement has blurred parameters, given that some A-listers, like Jennifer Lopez and Billie Eilish, have previously shown support for a cease-fire in Gaza but are being punished for not speaking up now.

Several stars on the widely circulated block lists, including Lizzo and the influencer Chris Olsen, posted their first public videos asking followers to donate in support of aid organizations serving Palestinians. Blockout supporters have also worked to “boost” celebrities who have recently spoken about the conflict, like Macklemore, Dua Lipa and The Weeknd.

According to metrics from the analytics company Social Blade, many names on block lists have lost tens or hundreds of thousand of followers per day since the “digitine” began. But murky claims that stars like Kim Kardashian have lost millions of followers are unsubstantiated.

Will more A-listers start speaking out on the red carpet as a result of the lists? It is too soon to tell. But for frequent users of TikTok, the brand aura of the Met Gala is being profoundly altered. And while social-media-led boycotts are by no means unprecedented, this latest movement is a clear example of the growing power of creators to redistribute or even weaponize ​platforms that are cornerstones of a modern celebrity-centric — and capitalist — system.





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Grand Theft Auto maker firms up GTA 6 release date

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The latest instalment of the hugely popular series will be released in autumn 2025, its publisher says.



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