Project Titan: Lovechild of BMW & Apple?

Apple’s CEO, Tim Cook, has been in meetings with BMW for a collaboration on the development of a new all-electric car. Apple’s electric car project code-named, Titan, is rumored to use the BMW’s i3 as the basis for the new pure electric car. The project has been in the works for more than a year now as more than 100 employees have been dedicated to the effort, according to the Wall Street Journal report.

The BMW i3, which won the Green Car Journal’s 2015 Green Car of the Year award, would be a healthy platform for Apple to enter the still paltry pure electric car market. At a starting MSRP in the low $40K range, the downsized minivan is a luxurious alternative to the cheaper Nissan Leaf and quite the appealing compromise for those who can’t shell out the dough for a Tesla Model S.

It will be interesting to watch the price point of Project Titan. Will it cannibalize the BMW i3 market segment? Will it be priced aggressively to compete with the Tesla’s Model 3’s $30K range? If history has any bearing, Project Titan will carry with it the ubiquitous “Apple Tax,” and whether it is worth it or not will be argued forever just like the rest of its product line.

Stay tuned as more of this collaboration develops. In the meantime, what do you think Project Titan’s price point will be? And will it be worth it?