Apple Eyes Generative AI for Accelerated Custom Chip Design
Apple is exploring the potential of generative artificial intelligence (AI) to streamline the design of its custom chips, which power the devices central to its product lineup, as reported by Reuters.
Johny Srouji, Apple's senior vice president of hardware technologies, revealed this in private comments made during a speech in Belgium last month. Srouji's remarks were part of an award acceptance speech from Imec, a prominent semiconductor research group that collaborates with major chipmakers globally.
Generative AI: A Game Changer for Chip Design
In his speech, a recording of which was reviewed by Reuters, Srouji discussed Apple's journey in developing its own custom chips, starting from the A4 chip that powered the iPhone in 2010 to the latest chips in its Mac desktops and Vision Pro headset.
One of the key takeaways from this evolution, according to Srouji, is the critical importance of using cutting-edge tools, including the latest chip design software from Electronic Design Automation (EDA) firms.
According to Reuters, generative AI, which is being integrated by the two largest players in the EDA industry, Cadence Design Systems and Synopsys, was highlighted as a particularly promising tool for Apple.
Srouji emphasized that generative AI techniques hold substantial potential for increasing productivity by enabling more design work in less time. This innovation could significantly accelerate Apple's chip development process.
Also read: Apple Uncovers Major Gaps in AI Reasoning Models
Risk-Taking and Commitment to Innovation
Srouji also reflected on a major milestone for Apple: the transition of its Mac computers from Intel's processors to Apple-designed silicon chips in 2020.
This strategic move, he said, was a major bet for the company, one made without contingency plans. The decision to fully embrace Apple Silicon was accompanied by a monumental software effort to ensure the success of the transition. “Moving the Mac to Apple Silicon was a huge bet for us. There was no backup plan, no split-the lineup plan, so we went all in, including a monumental software effort.” Srouji explained.
The shift to custom silicon has allowed Apple greater control over performance and power efficiency, marking a significant step in the company’s ongoing drive for more integrated and personalized technology.
