According to Apple’s vice presidents of hardware, Johny Srouji and John Ternus, the company’s strategy of internally designing components is considered a significant milestone. In an interview with CNBC, Srouji, the vice president of hardware technologies, and Ternus, the vice president of hardware engineering, discussed Apple’s efforts in chips and the impact of designing their own components.
Bringing the design process in-house allows Apple to create integrated products that are fully optimized and tailored to specific devices. This shift began about four years before the product’s launch, enabling Apple to have complete control over the integrated technology in their devices.
Previously, Apple relied on external technologies, limiting their design capabilities. By handling the project internally, Apple was able to introduce significant innovations in their products, particularly in the area of chip development. Collaboration among design, engineering, and software teams resulted in products that are not compromised in terms of design or purpose.
When asked about customers’ awareness and interest in the origin of chips, Srouji emphasized that customers are interested in and appreciate Apple’s world-class chip team. Designing their own chips exclusively for their products gives Apple’s designers the freedom to create devices that meet their exact requirements.
In terms of production capacity, Srouji mentioned that Apple closely collaborates with their chip partner, TSMC, to ensure adequate scale and manufacturing capabilities that meet Apple’s demand for large quantities. However, Apple also values chip production diversification, focusing on suppliers in Asia, Europe, and the United States. This approach provides additional security and resilience in case of any issues in specific regions.
While maintaining a strong relationship with TSMC, Apple continues to explore other options and partnerships that align with their goals and requirements. The primary focus is always on delivering the best chips for their products, considering factors such as advanced technology, reliability, and scalability.
Regarding geopolitical tensions that may affect production, Srouji acknowledged the need for cautious planning and strategic decisions. Apple plans ahead to minimize risks and ensure supply chain stability.
Overall, Apple’s decision to pursue in-house component design marks a significant change and demonstrates the company’s commitment to innovation and delivering high-quality products to its customers.
Source: CNBC (https://www.cnbc.com)
The source of the article is from the blog windowsvistamagazine.es