Apple aims to launch a consumer-focused Apple-branded vehicle by 2026, and its goal is to price the car below $100,000 to appeal to a wider range of customers, reports Bloomberg.

Apple car wheel icon is yellow
Apple originally planned to design a car that might resemble Canoo’s Lifestyle vehicle, where passengers could face each other in a limo-style car without a steering wheel or pedals, but the plan was scaled back. The vehicle will now have a more traditional design with a driver’s seat, steering wheel and pedals, and full autonomous driving will not be available, but the car will be able to use an autonomous driving mode on highways.

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Canoo Interior


Apple’s main competitor will likely be Tesla, a brand that offers electric vehicles with some self-driving features. Tesla vehicles start at around $47,000, but can go for over $100,000. If the base Apple car is priced at $100,000 or thereabouts, it will compete with Tesla’s top-of-the-line Model S.

The original plan was to price the ‌Apple Car‌ at over $120,000, but Apple is now planning a lower price, likely due to the more restricted self-driving functionality that will be featured in the first version of the vehicle. Apple has not finalized a design for the ‌Apple Car‌, but expects to have a design defined by 2023 and a list of features ready for use by 2024. Testing will begin in 2025 before a planned launch in 2026 .

Apple continues to seek a manufacturing partner for its car and has so far only had serious negotiations with Volkswagen, but those talks date back many years.

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