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Why this could be the perfect time for Apple to make a car play

While the automotive and technology worlds have been pouring billions into autonomous vehicles (AVs) and preparing to bring them to market soon as shared robo-taxis, Apple has mostly sat on the sidelines. Of course, Apple is the last company to ever make its intentions known, and the super-secret tech cult giant hasn't been totally out of the AV game based on the clues that have slipped out of its Cupertino, Calif., citadel over the past few years. Related: Apple self-driving cars are real — one was just in an accident News first broke in 2015 that it had assembled an automotive development team, in part by poaching high-profile talent from car companies, to work on a top-secret self-driving vehicle project code-named Titan. (Thank you very much, Nissan.) Apple also subsequently broke cover by making inquiries into using a Northern California AV testing facility and receiving a permit to test AVs on public roads in California. But then as the AV race started to heat up in the last few years, Apple reportedly began scaling back its car activities by downsizing team Titan. More recently, Apple's car project has shown signs of life with the hiring a high-level engineer away from Waymo and luring one Tesla's top engineers and a former employee back to Apple. It also inked a deal with Volkswagen to provide a technology platform and software to convert the automaker's new T6 Transporter vans into autonomous shuttles for employees at tech company's new campus. That is a far cry from giving rides to Wal-Mart shoppers, like Waymo is doing as part of its AV testing in Phoenix. But this could be the perfect time for Apple to enter the AV market now that ride-sharing is reaching critical mass and automakers and others are planning to deploy fleets of robo-taxis. Apple could easily establish a niche as a high-end ride-sharing service – and charge a premium – given its cult-like brand loyalty and design savvy. The growth of car subscription models could also play in Apple's favor since is already has many people hooked on paying for phones in monthly installments – and eager to upgrade when a new and better model becomes available. To achieve this, some believe Apple will fulfill co-founder and CEO Steve Job's dream of building a car. And as the world's first and only $1 trillion company it's sitting on a mountain of cash that certainly gives it the means. But other tech darlings like Tesla and Google have discovered how difficult it can be to build cars at scale.

Tesla abandons 'Model E' trademark

Tesla Motors has famously said it will produce and sell a more affordable all-electric car to help further its goal of changing the gasoline-powered paradigm. While there are certain things we know about that vehicle already – it will come standard with a battery capable of a 200-mile range, cost about $35,000 and be around 20 percent smaller than the Model S – there are some things we don't know. For instance, what it will be called. The automaker seemed to be leaning towards "Model E" and had trademarked that name. CEO Elon Musk even referred to the future vehicle by that appellation during a relatively recent public appearance in Europe. If you had been looking forward to the prospect of driving something called a Tesla Model E, however, you may need to adjust your expectations. During a perusal of the California company's various trademarks, we noticed that this particular one has been abandoned. While this rather sadly destroys the possibility of someone ever stocking their garage with Tesla Models S, E, and X, we welcome the decision. Although it might seem a logical choice, as the word electric begins with "E", the letter just doesn't resonate particularly well. The move also raises the possibility of a different type of nomenclature altogether. For its part, Tesla has confirmed with us that it is "no longer pursuing the Model E trademark." Name-wise, we suspect there is a good chance one has already been decided on and that it will be revealed sometime before the cloth is pulled from the first prototype early next year. Still,if you think you have a good suggestion for them, please let us know in Comments.

Tesla Model X reservations 20,000 strong and counting

Those falcon wing doors appear appropriate for the Tesla Model X, as pre-orders for the battery-electric SUV are flying. That's what Gas2.0 is saying, citing various sources. So despite Model X deliveries not happening until the spring of 2015, folks are lining up. Company spokeswoman Alexis Georgeson called the estimated sales figures "merely speculation." All told, more than 20,000 Model X vehicles have been pre-ordered from Tesla's retooled Fremont, CA, plant. In fact, sales are accelerating, as about 8,000 of the SUVs have been ordered during the past six months, and more than 1,300 were pre-ordered in August alone. And that's despite the fact that Tesla has disclosed neither the Model X's price nor its single-charge range. Either way, the percentage split is about 75/25 for North America vs. oversees orders, according to Gas2.0. If there were really 1,300 units ordered in August, the Model X would be the fourth best-selling plug-in in the US, trailing only the Nissan Leaf battery-electric, Chevrolet Volt extended-range plug-in and, of course, the Tesla Model S sedan. Tesla itself is being quiet about its figures. Company spokeswoman Alexis Georgeson, in an e-mail to AutoblogGreen, called the estimated sales figures "merely speculation" and declined to confirm them. In late July, Tesla said it delivered a quarterly record 7,579 vehicles for the three months that ended June 30 and that it was on track to deliver more than 35,000 vehicles this year. And more recently, Tesla said it planned to build its massive gigafactory near Reno, NV, as the Silver State promised an incentive package worth over $1.2 billion over the next two decades.