If you decide to take a look at the Apple content, start by downloading Apple's Self-Driving car below. To complete the assignment, answer the following questions: (i) What do customers expect of an autonomous car? List five considerations that seem especially important. (ii) For each item on your list, note if you expect Apple to be excellent at meeting these customer expectations. Explain your answer. (iii) If you were an Apple board member, would you support project Titan? Why? Why not?

Background

For years, Apple has been rumored to be working on a self-driving car. A team of more than 1,000 engineers is engaged in "Project Titan," an ambitious plan to produce a fully autonomous vehicle that lacks a steering wheel and pedals. CEO Tim Cook confirmed, "We're focusing on autonomous systems. It's a core technology that we view as very important. We sort of see it as the mother of all AI projects. It's probably one of the most difficult AI projects actually to work on."

Titan, launched in 2014, has endured its fair share of upheavals. By 2022, five executives have led the initiativea rare rate of turnover for Apple. As every company in the industry, the current team at Applethe company's machine learning chief John Giannandrea, who heads up the project; Kevin Lynch, known for his work on the Apple Watch; and former design chief Jony Ivefaced formidable technical challenges. Despite investing more than $100 billion in autonomous vehicles, the industry seemed far from making self-driving cars available to consumers. "It's a scam," said George Hotz, whose company Comma.ai Inc. makes a driver-assistance system similar to Tesla Inc.'s Autopilot. "These companies have squandered tens of billions of dollars." Alphabet's autonomous vehicle company Waymo, valued at $175 billion in 2018, had lost 80% of its value by 2022. "Long term, I think we will have autonomous vehicles that you and I can buy," said Mike Ramsey, an analyst at market researcher Gartner Inc. "But we're going to be old."