Next-Gen Chips May Arrive Faster with generative AI
Apple is exploring the use of
generative AI to accelerate the design of the custom chips that power its devices, according to Johny Srouji, the company’s senior vice president of hardware technologies. Speaking recently at an event in Belgium hosted by Imec, an independent semiconductor R&D leader, Srouji said Apple believes AI-driven tools could be pivotal for future chip innovation and productivity boosts[1].
Embracing Cutting-Edge Chip Design Tools
Srouji detailed Apple’s journey from its first custom A4 chip in the iPhone in 2010 to the advanced silicon now fueling Mac computers and the Vision Pro headset. He stressed that incorporating the most innovative industry tools—especially the latest offerings from electronic design automation (EDA) firms—has been essential to Apple’s success. Industry leaders like Cadence Design Systems and Synopsys are both pushing to integrate
artificial intelligence into their EDA platforms.
"EDA companies are super critical in supporting our chip design complexities. Generative AI techniques have a high potential in getting more design work in less time, and it can be a huge productivity boost."
Bold Moves in Silicon Strategy
Srouji also highlighted Apple’s willingness to take risks in hardware innovation. When transitioning Mac computers—the company’s longest-running product line—from Intel chips to its proprietary Apple Silicon in 2020, Apple committed fully without backup plans, a strategy he described as a “huge bet.” The transition required significant commitment to both software and silicon development, reflecting Apple’s belief in betting big on its own technologies.
What AI Could Mean for Apple’s Devices
- Faster development cycles for new chips
- Greater design complexity managed more efficiently
- Increased productivity for Apple’s hardware engineering teams
- Potential for more advanced features in future Apple devices
As competitors race to integrate
AI-powered design tools, Apple’s interest signals its intent to remain at the forefront of both consumer technology and semiconductor innovation. Whether this translates to faster device release cycles or new capabilities in products like the Mac and Vision Pro, Apple’s commitment to AI-driven chip design could reshape its entire hardware roadmap[1].
