Apple Plans To Use Generative AI To Supercharge Custom Chip Designs, Promising Faster Performance And Productivity Boost As It Looks To Strengthen Its Position In The AI Industry
Even though Apple is a bit behind in the AI race against OpenAI and Google, the company is looking to utilize the technology to accelerate its custom chip design. Apple’s custom silicon has surpassed expectations, and it is now looking to further enhance the chip’s design, which could impact performance.
Apple aims to boost chip performance using AI, shifting focus from user features to core design
Apple’s hardware chief, Johny Srouji, highlighted the company’s interest in AI-assisted chip design in Belgium last month, where he also received an award from the semiconductor research group Imec. The recording of the remarks was reviewed by Reuters, and it goes on to suggest that the Cupertino giant is considering using generative AI technology for better chip designs, resulting in faster overall performance.
Apple’s hardware chief stated that generative AI techniques could have a big impact on the performance of the chips, as they will get more design work done in less time. He said, “Generative AI techniques have a high potential in getting more design work in less time, and it can be a huge productivity boost.” The executive also talked about the electronic design automation companies like Cadence and Synopsys, which are supporting and potentially assisting in the company’s chip design hurdles.
Apple’s AI efforts have been criticized over the past few months, as the company has not only delayed its highly anticipated Personalized Siri experience but also has not integrated any major new features in iOS 26, which was announced earlier this month. Even though the company introduced a new Liquid Glass redesign for all platforms, the AI bit was highly neglected at the company’s WWDC 2025 event.
Srouji commented that Apple is taking a more holistic approach when it comes to integrating AI into chip development instead of just focusing on user-facing features. The executive also talked about Apple’s journey from the A4 chips to the current generation chips, while also highlighting the company’s transition to its custom silicon from Intel-based chips.
“Moving the Mac to Apple Silicon was a huge bet for us,” he explained. “There was no backup plan, no split-the-lineup plan, so we went all in, including a monumental software effort.”
Apple’s custom silicon has proved to be a major success for the company, and it has radically improved various aspects, including performance, power efficiency, better thermal management, and enhanced software compatibility. It remains to be seen how the company will implement the technology and what improvements can be derived from it. We will keep you posted with the latest details, so be sure to keep an eye out.
