By designing its own processors, the Californian giantcompletely disrupted industrial standardswithits Apple Silicon chips. Indeed, in the semiconductor sector, Apple is an exception. While traditional manufacturers juggle the varied needs of multiple customers, the Apple firm is charting its own course by developing exclusive chips for its devices.
A strategy that is very successful, as two company executives explain in an interview given toThe Indian Express. In the latter, they revealed the underside of a real, skillfully orchestrated technological revolution.
The art of technological tailor-made
«We are not simple silicon merchants. We don't make chips to sell to other companies», says Tim Millet, vice-president of Apple, with a touch of pride. This sentence alone sums up the entire philosophy of the company. By creating custom processors, Apple can fine-tune every detailwithout worrying about compatibility with other systems. The result? The M4 chipprances at the top of the benchmarks, especially in single-core performance.
But beyond the raw numbers,it’s the way of working that impresses: Hardware and software teams collaborate hand in hand from the earliest design stages, a rare synergy in the industry. “Our fourth tool, which I consider our secret weapon, is our ability to co-develop these incredible chips with the systems teams and product designers as they imagine new possibilities.», explains Millet.
When Apple is ahead of the market
Apple has always had the gift of sensing trends coming. As early as 2017, when AI was still in its infancy,the company already integrated a Neural Engine into its iPhones. A profitable intuition which is reflected today in the M series chips, designed from the outset for artificial intelligence; more precisely forApple Intelligence. «We have an exceptional architecture for AI, and our developers leverage Apple Silicon to bring intelligent capabilities to our customers» explains Tom Boger, Director of Mac Marketing.
The new MacBook Prosare the perfect illustration of this: whether they run on mains or battery, they maintain the same performance, which is always impressive. A tour de force that Tom Boger, vice president of marketing,attributes to this unique global vision in the industry.
Apple's strategy therefore hits the mark. By controlling its entire technological chain, from design to production, the Californian firm demonstrates that there is a credible alternative to the traditional model of chip manufacturers. An approach that is certainly more costly and risky, but which makes it possible tocreate perfectly optimized products.
- Apple designs custom chips for its devices, which allows it to optimize their performance and control their integration into devices.
- Thanks to close collaboration between its hardware and software teams, the firm has managed to get ahead of its competitors.
- This unique strategy, although costly, ensures Apple has total control and some of the most efficient products on the market.
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By : Keleops AG
