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Bloomberg: ‘How Apple Scaled Back Its Titanic Plan to Take on Detroit’

Mark Gurman and Alex Webb, writing for Bloomberg: By the end of 2015, the project was blighted by internal strife. Managers battled about the project’s direction, according to people with knowledge of the operations. “It was an incredible failure of leadership,” one of the people said. In early 2016, project head Steve Zadesky, a former Ford Motor Co. engineer and early iPod designer, left Titan.
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