Apple electric car project canceled after decade-long efforts, reports say [Video]

Apple has abandoned decade-long efforts to build an electric car, according to multiple media reports, calling time on a project that some saw as potentially transformative for the auto industry.

Many employees working on the project, known internally as “Project Titan,” will be moved to the company’s artificial intelligence division, according to Bloomberg, which first reported the decision citing people with knowledge of the matter. CNN has contacted Apple (AAPL) for comment.

The news comes as electric vehicle (EV) sales have disappointed, prompting several major carmakers to pull back on investments and slash prices. AI, on the other hand, is having a moment and Apple’s reported shift in resources could help it close the gap with rivals such as Microsoft and Google, which have stolen a march on the breakthrough technology.

“The tech giant is following a trend, with investors’ enthusiasm for electric vehicle investments waning, amid the frenzy for all things AI,” said Susannah Streeter, head of money …