By Alimat Aliyeva

Apple is exploring the use of generative artificial intelligence
to accelerate the design of custom chips that power its devices,
according to comments made by its top hardware technology executive
last month, Azernews reports.

Johny Srouji, Apple’s Senior Vice President of Hardware
Technologies, shared these insights during a private speech in
Belgium while accepting an award from Imec, an independent
semiconductor research and development group that collaborates with
many of the world’s leading chipmakers. In his speech, a recording
of which was reviewed by Reuters, Srouji discussed Apple’s journey
in developing custom chips, starting with the A4 chip in the iPhone
in 2010 and continuing through to the latest chips that power Mac
desktops and the Vision Pro headset. He emphasized that one of the
key lessons Apple learned was the importance of using cutting-edge
tools for chip design, including the latest software from
electronic design automation (EDA) companies. The two dominant
players in the EDA field, Cadence Design Systems and Synopsys, have
been integrating AI into their offerings.

“EDA companies are incredibly critical in supporting our chip
design complexities,” Srouji said. “Generative AI techniques hold
great potential for speeding up design processes, allowing us to
achieve more in less time. This could provide a substantial boost
to productivity.”

Srouji also highlighted another critical lesson Apple learned
from designing its own chips: the importance of making bold
decisions and committing fully to them. When Apple transitioned its
Mac computers — its longest-standing product line — from Intel’s
processors to its own Apple Silicon chips in 2020, the company made
a daring bet with no backup plan or contingency in place.

“Moving the Mac to Apple Silicon was a monumental bet for us,”
Srouji stated. “There was no backup plan, no ‘split-the-lineup’
strategy — we went all in, which included a massive software effort
to support the transition.”

Apple’s bold approach to chip development, particularly with the
Apple Silicon transition, has already paid off in significant ways.
The move not only improved the performance, efficiency, and
security of its devices but also allowed Apple to have greater
control over its hardware-software ecosystem, an advantage that
competitors like Microsoft and Google are still trying to match.
Apple’s success with its M1 and M2 chips has further solidified its
reputation in chip design, and Srouji’s team continues to push the
envelope with innovations aimed at future products like the rumored
AR/VR headset and next-generation Macs.