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Because Apple's secret sauce is great UX by vertical integration of hardware/software. Although a car is a much bigger challenge, it is one of the few markets that can move the needle for them. Apple has always placed strategic bets on the future, and now that they are currently the most valuable company in the world by a significant margin there's no better time.

The Twitter case is quite different; it's not as if Apple is going to turn the iPhone or Mac into a car. The problem with Twitter was that the original product vision was never coalesced and realized properly. Twitter in some ways is a beautiful thing that Apple, Microsoft or Facebook could never produce, but for whatever reason that was not good enough for stakeholders and they reached beyond their grasp.