Did Apple’s dead Project Titan electric car get reborn as the Ferrari Luce EV? This rumor suggests so…

A wild claim is doing the rounds in car circles: that the Ferrari Luce, the brand’s first EV, wasn’t designed by Ferrari at all.

It’s an unverified message sent into car podcast C.R.E.A.M (Cars Rule Everything Around Me), allegedly from a former Apple employee. Obviously, this could be someone completely fabricating a tale for attention, so take it with a fairly hefty pinch of salt.

The claim goes like this. Apple’s long-rumoured Project Titan car was cancelled in 2024, shifting around 2,000 staff onto Siri AI work in the process. Eddy Cue, Apple’s veteran senior VP, then struck a deal to get the design built anyway, through his other job as a Ferrari board member (a position he held since 2012).

Jony Ive, Apple‘s design chief, is said to have designed the car during its development between 2014 until 2024, with Ferrari “forced” into using it. Ferrari have been open about collaborating with LoveFrom, a design collective formed by Ive and Marc Newson.

Reading the message out on the show, producer Ben relayed the core claim: that the Luce is “not really a Ferrari, it’s Apple’s Project Titan.”

Host Edwin backed the theory up, saying he’d heard the same rumour separately, describing the car as essentially the Apple project “remoulded” rather than rebranded.

Where the theory gets more interesting is the design chat that followed. Edwin made the point that while the Luce doesn’t look like a typical Ferrari, it’s not a generic EV either, pointing to rear lights that echo the Ferrari 360 and a front scoop reminiscent of the Ferrari 488 Pista.

So if Ferrari did inherit Project Titan, the Italian car brand clearly had a hand in it, rather than just slapping a badge on someone else’s work.

Obviously, neither Apple nor Ferrari has commented, and it’s worth repeating, there’s no on-record source behind the claim – just an anonymous message to a podcast.

So, fun rumour or genuine smoking gun: does the Luce actually look like a car Ferrari wanted to build, or one it was handed?

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Spencer Hart Buying Guide Editor

About

As Buying Guide Editor, Spencer is responsible for all e-commerce content on Stuff, overseeing buying guides as well as covering deals and new product launches. Spencer has been writing about consumer tech for over eight years. He has worked on some of the biggest publications in the UK, where he covered everything from the emergence of smartwatches to the arrival of self-driving cars. During this time, Spencer has become a seasoned traveller, racking up air miles while travelling around the world reviewing cars, attending product launches, and covering every trade show known to man, from Baselworld and Geneva Motor Show to CES and MWC. While tech remains one of his biggest passions, Spencer also enjoys getting hands-on with the latest luxury watches, trying out new grooming kit, and road-testing all kinds of vehicles, from electric scooters to supercars.

Areas of expertise

Watches, travel, grooming, transport, tech