Now the company has written a five page letter to the US authorities which essentially says it is pursuing the technology.
Another hint towards Apple's autonomous car ambitions is the apparent hiring of a number of engineers from Canadian automotive software specialist QNX. Amongst them is ex CEO Dan Dodge. And recent rumours have named Apple as a potential purchaser of the McLaren group, itself rumoured to be developing an electric car.
Apple's customers expect breakthrough technology. Over the years, that's what they have seen – a process dating back to the legendary 'sledgehammer' ad campaign that launched the Mac. More recently, breakthroughs have been replaced by incremental development.
So, will the iCar - assuming that's what it will be called - break the mould and, if so, what might that entail?
