Would you like to hear Johnny Srouji, Apple's Senior Vice President of Hardware Technology, and John Ternos, Apple's Senior Vice President of Hardware Engineering, talk about chip technology for half an hour? Of course you have.
Apple in a public relations attack on the eve of the year
It is very rare for them to talk like this, especially not for long. The company's PR offensive regarding chip design and production can also be seen in macro-political terms, while US authorities have ordered several companies, including Nvidia, to limit the export of chips to China, especially those with AI efficiency such as the RTX 4090.
The two believe that Apple “leads the chip market for a reason,” even though, as they point out, it does not produce the chips itself. Additionally, in 20 years, they see the M-series ARM chip design as the most important thing to happen to Apple in the past two decades.
@jaanibrahim on YouTube was kind enough to timestamp the roughly half-hour in which the two spoke to CNBC, including the benefits of moving to 3nm with M3 chips. It always makes sense that Apple would be the first to introduce 3nm technology on mobile phones and devices like the MacBook Pro 14.
- 00:15 Johnny Srouji and John Ternos discuss roles and collaboration
- 02:31 Apple has moved to manufacturing many technologies in-house, especially silicon
- 07:28 Diversifying chip production is important to Apple's long-term strategy
- 09:47 Apple executives discuss the challenges and accomplishments in building A4 chips
- 14:38 Apple turned to its own silicon to build a better product without compromise
- 16:45 About pushing the limits for a better machine
- 20:55 Advantages of Apple's approach to chip design
- 23:16 Apple is focused on building the best chips to enable the vision of the world's best products
- 27:26 Apple has developed AI chips for on-device machine learning
- 29:25 Apple executives discuss the benefits of Apple Silicon and the future of chips and artificial intelligence
- 33:16 Apple executives stress the importance of carefully designing and validating chips
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