| Apple’s departure shows how challenging the once red-hot EV market has become.
EV demand has slowed considerably, forcing manufacturers to cut costs and rethink plans. That’s been evident in two of the biggest players in the space this year.
Rivian recently cut 10% of staff, and its CEO evaded a question about whether it had enough money to build its next vehicle. Tesla’s Q4 earnings disappointed as Chinese automakers pose a serious threat to Musk’s company, which has seen its stock plummet this year.
So, while Apple invested plenty of resources into the space, it’s better to get out now than slip into the sunk-cost fallacy.
Besides, Apple has no shortage of other issues to deal with. Tensions are sky-high between its two biggest markets (US and China), and it’s less than a month removed from its biggest product launch in eight years (Vision Pro). And then there’s that whole AI race.
Investors seemed to agree with the move, at least initially, as Apple’s stock surged as much as 2% in the immediate aftermath of the news.
In the long run, Apple’s exit could even be spun as a win for the EV market.
Less competition is rarely good, but some of Apple’s employees could land at rival EV makers, providing a much-needed boost. For others, a departure from Apple might be a launching pad for their endeavors in the space. |