Look Inside Apple’s Silicone Playbook

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This week, Apple announced a new set of MacBook Pro laptops. During a pre-recorded launch event, Apple engineers and executives revealed that the MVPs for these new products are the chips that power them: the M1 Pro chip and the M1 Max chip. With 34 billion and 57 billion transistors, respectively, these transistors power the ultra-high resolution displays of new Mac devices, deliver incredible speed, and extend battery life. The laptops represent a deviation from a 14-year strategy that literally turned the company inside a mass product to design and manufacture its own chips. Apple is now systematically replacing microprocessors purchased from vendors such as Intel and Samsung with proprietary microprocessors adapted to the needs of Apple users. The effort has been surprisingly successful. Apple was once a company defined by design. Design is still important at Apple, but now I think it’s a silicon company.

A few days after the keynote, Apple Silicon Rarely joined Greg Joswiak (also known as “Jos”), senior vice president of Worldwide Marketing, John Turnes, senior vice president of hardware engineering, and Johnny Srouzi, senior vice president on There was a record. of hardware technology. I had a conversation. I’ve been asking Apple to contact Srouji for years. His title merely indicates his position as the chip emperor of Apple. He recently began appearing on cameras at Apple events, but generally avoids the limelight. The Israeli-born engineer, who had previously worked for Intel and IBM, joined Apple in 2008. Specifically to fulfill a mission of Steve Jobs, who realized that the original iPhone chip could not meet his demands. Srouji’s mission was to guide Apple to produce its own silicon. The effort has been so successful that I believe Srouji is secretly taking on Jony Ive as a key creative wizard who uncovers the secret source of Apple’s products.

Of course, Suruji doesn’t support this. After all, the guide for Apple executives is to exaggerate spending on Macs, iPhones, and iPads, not on themselves. “Apple produces the best silicon in the world,” he says. “But I’ve always kept in mind that Apple is a product company and most important. If you’re a chip designer, it’s heaven. Because you’re making silicon for the company that makes the product.

Srouji has highlighted the benefits of deploying your own chips, as opposed to buying from vendors like Intel, which this week launched the MacBook Pro in bulk in favor of the M. “For merchant vendors that provide off-the-shelf components and silicone for many customers, you need to understand what the least common denominator is. That’s what everyone’s needed for years. What? “He says. “As a team of silicon, hardware, software, industrial design and more, we are working to achieve a particular vision. Turning it into silicon gives us a very unique opportunity. You have the freedom, Not only because it’s really unique, but because it’s designed to be optimized for a particular product.” As for the MacBook Pro, he spoke with Ternus a few years ago and he says he’s looking forward to Craig Federighi and imagined what users might get in 2021. It all comes from silicone. “We sat down together and said, ‘Okay, is this connected to physics or is this something we can get through? And it’s not gated by physics and in no time if so, we’ve come up with a way to make it. “


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