Apple Taps AI to Design Next-Gen Chips: Exec Hints at Major Shift
June 19 - Apple (NASDAQ:AAPL) is exploring the use of generative artificial intelligence to help design its in-house chips, according to recent remarks by a senior executive.
Johny Srouji, senior vice president of hardware technologies at Apple, discussed the company's approach during a speech in Belgium last month. He said Apple is always seeking to integrate the latest available technologies to improve chip development.
Apple has relied on its custom silicon since 2010, beginning with the A4 chip, and shifted its Mac lineup from Intel (NASDAQ:INTC) processors to in-house designs in 2020. That move contributed to a surge in Mac sales at the time.
Srouji noted that Apple uses advanced design software from firms like Cadence Design (NASDAQ:CDNS) and Synopsys (NASDAQ:SNPS), both of which have been working to integrate generative AI into their tools.
Despite the focus on internal innovation, Apple has been slower than competitors like Samsung and Alphabet's (NASDAQ:GOOGL) Google to bring generative AI features to consumer devices. The company offered limited updates on its AI strategy during its June Worldwide Developers Conference.
Srouji, a key figure in Apple's custom chip transition, was once considered for a leadership role at Intel, highlighting his influence on the company's silicon efforts.
This article first appeared on GuruFocus.
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