By Jorge Antonio Vázquez Buendía
06 Apr 2024, 1:32 PM EDT
Apple, the most valuable brand in the world, according to Brand Finance’s ranking of global brands, is joining the companies that will resort to job cuts in 2024.
The American technology company will lay off 614 employees in the United States, representing its first major round of job cuts after the pandemic, after canceling its project to create a fully autonomous electric car.
According to a Worker Adjustment and Retraining Notification (WARN) statement, the Apple employees who will be affected worked at eight different facilities in Santa Clara, California.
WARN notes that workers who will lose their jobs were officially informed of the cuts on March 28 and the changes will take effect on May 27.
Although the document does not mention the specific project in which the cuts will be applied, none of the locations in the presentation are in Cupertino (headquarters), but in the smaller offices in which the secret projects are housed, such as that of the autonomous vehicle.
Some media outlets even point out that the positions that will disappear include machine shop managers, hardware engineers and product design engineers.
It is said that the team led by Tim Cook canceled the ambitious and expensive project, also known as Titan, at the end of February, despite the fact that it had been working on it for around 10 years and that it had generated great expectations among fans of the brand.
The Apple Car sounded loud in 2021 when talks with potential manufacturing partners became known, although nothing was ultimately achieved.
Apple has made it clear that its interest is focused on artificial intelligence (AI) and Cook has commented that the company will launch generative AI functions at the end of 2024.
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