Z10) How Apple Failed, But Xiaomi Built a Viral Electric Car Empire
Imagine spending billions of dollars and nearly a decade trying to build the ultimate electric car, only to abandon the entire project. Now imagine another technology company entering the same industry and launching a car that quickly becomes a viral sensation. That is exactly what happened with Apple and Xiaomi. Apple spent years developing its secretive electric car project, but Xiaomi managed to bring its first vehicle to market in just a few years. The Xiaomi SU7 attracted enormous attention, turning a smartphone company into a serious name in China's electric vehicle industry. So how did Xiaomi achieve what Apple couldn't? And was Apple's decision to walk away a failure, or a calculated business move? 1. APPLE'S BILLION-DOLLAR DREAM Apple began developing its electric car project, known as Project Titan, around 2014. The company reportedly wanted to create a vehicle that combined advanced technology, autonomous driving, and Apple's familiar premium design. But ...