Project Titan: The Apple Car

Project Purple was the iPhone. Gizmo was the Apple Watch. And Titan? Well, that's believed to be Apple's automotive project — aka, the car.

Originally it seemed like Apple was poised to build its own car and create a platform along with it that would out-NeXT, NeXT. Now, it looks like Titan is still ambitious, just more focused: A system to create the automotive experience of the future, from autonomous driving to in-car computing.