Tim really wants that visionary breakthrough product to “cement his legacy”.

They’re a fashion tech brand, They sell fancy stuff with little tech inside.

What sells big to the rich solely based on looks?

They’ve already got a market in phones but they thought cars would be easy with all the competition around who have decades of experience.

They thought wrong.

Tesla has been pretty successful, and they have a similar feel to Apple. So that might have been an indication of potential business success.

But on the other hand, that niche is pretty well filled by Tesla already. They’d be directly competing for sales.