Joe Budden

Hey.

Yeah, they're shoes designers.

Actually, let me take a pause for a minute because that's the thing.

Ferrari look like something.

Apple spent 10 years and reportedly more than $10 billion developing an EV, codenamed Project Titan, before scrapping it in 2024 to focus on, yes, AI.

With Ive only departing Apple in 2019, he had years at the company while Titan was running before he and a core team left to form Love From, the design agency that Ferrari placed in the driving seat to craft its first ever EV.

But the Luce, with its considered

rounded corners, brushed aluminium and sculpted glasshouse exterior has, for all the world to see, all the hallmarks of the products that I've spent decades perfecting at Apple.

So, is this the Apple EV in all but name?

To its already vociferous social media critics, the Luce is an iPad on wheels or a 193 mile an hour Apple mouse

Ferrari and some motoring commentators are appalled that the Luce design, with its hints of Alfa and Tesla, has landed so far from the brand's lauded stable of iconic cars.

Ive himself has described the Luce as still clearly a Ferrari, but cannily admits that it represents a different manifestation based on some of the beliefs around simplicity.

A different manifestation indeed.

One that, had it arrived as the Apple car, and not costing $640,000, would have likely been universally praised as a triumph.

And remember, this is from a team that has never designed a car before.

You cannot blame Ferrari for actually doing something new here either.

Luxury EVs are bombing, with Mercedes' electric G-Wagon being a particular disaster.

Lamborghini has pushed its first EV back to 2029.

Bentley has moved its all electric deadline from 2030 to 2035.

Porsche, at enormous expense,