The “automobile” project totally confused Apple, they were unsure about everything. Some advancement was made, but Apple quickly came behind. They were too afraid to make the path-breaking decisions, uncertainty always accompanied them. Britain’s car market has tremendous potential, Apple wanted authority there. It would have given them some power, the expertise was readily available.

McLaren’s activities interested them, Apple thought about taking everything under control. The investment was strategic; they really considered every aspect of this deal. The talks began, but there was a lack of seriousness. Apple never wants to abandon their main business, this is Tim’s biggest fear.

McLaren had different businesses; Apple was never keen on taking all of that. The investment kept their focus on the right track. Apple always conducts business in this way, this is their style. There was some truth in those reports, everything is crystal clear now. Mike Flewitt cleared the confusion in a recent interview, he spoke on various things. Apple’s idea was very clear to him, he proceeded in that area. The talks got lost midway; the propositions had no solid promise. Bob Mansfield has different focus areas; he concentrates on Apple’s software part. The orders from Cook were simple, he just follows that.

Flewitt lost patience after some time; he had no hopes regarding this. The chances were very few, McLaren stopped thinking about that. The conversations were vague, Apple never guaranteed them anything. They were analyzing the market and understanding various things, they always do that. The car can come in some years, Apple never banks on that. They will get their required money from other devices, which are more popular. McLaren’s cars offer a very high performance; they set the road on fire. Consumers love the price tag; they never had problems regarding this. Phil Schiller has one such car, the interest started from here.