Apple is exploring the use of generative artificial intelligence (AI) to enhance the efficiency of designing custom chips that are central to its products, according to remarks made by a senior executive last month.
Johny Srouji, the company’s senior vice president of hardware technologies, shared these insights during an acceptance speech in Belgium, where he was honored by Imec, a prominent independent research organization in the semiconductor field that collaborates with leading chip manufacturers globally.
In a recording of his speech reviewed by Reuters, Srouji chronicled the evolution of Apple’s chip development, tracing it from the inaugural A4 chip used in the iPhone launched in 2010 to the latest chips driving Mac desktop computers and the Vision Pro headset.
Srouji emphasized that one crucial takeaway for Apple has been the need to leverage the most advanced resources available in chip design. This includes employing the most recent software from electronic design automation (EDA) firms.
Cadence Design Systems and Synopsys, two dominant players in the EDA sector, are rapidly integrating artificial intelligence capabilities into their tools and services.
“EDA companies play a vital role in navigating the complexities of our chip design,” Srouji noted in his comments. “Generative AI techniques hold significant promise for enabling more design output in less time, which can greatly enhance productivity.”
He also reflected on another important lesson learned by Apple: the value of making bold decisions without hesitation.
When the company switched its Mac computers from Intel processors to its custom silicon in 2020, there were no contingency measures set in place in case the transition encountered issues.
“Shifting the Mac to Apple Silicon was an enormous gamble for us. There was no backup plan, and we did not consider a partial rollout, so we committed fully, including an extensive software overhaul,” Srouji explained.
© Thomson Reuters 2025
© Thomson Reuters 2025
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