Apple interested in using AI to design custom chips- Reuters, citing exec

Published 19/06/2025, 01:28
© Reuters

Investing.com-- Apple Inc (NASDAQ:AAPL) is interested in using generative artificial intelligence to help design its custom chips, Reuters reported on Wednesday, citing recent comments from a top executive in the technology giant.

Reuters reported that Johny Srouji, Apple’s senior vice president of hardware technologies, said as much during a speech in Belgium last month. 

Srouji touted the potential for gen AI to support designing Apple’s custom chips, which are at the heart of the company’s flagship devices. 

Srouji said that Apple attempted to always use the most cutting-edge technology available to design its chips, including the latest chip design software from electronic design automation firms.

Cadence Design (NASDAQ:CDNS) and Synopsys (NASDAQ:SNPS) are the largest players in the chip design software industry, and have also been racing to add gen AI to their offerings. 

Apple has used custom silicon in its iPhone devices since 2010, starting with the Apple A4 chip. The company had in 2020 switched its Mac computers to custom silicon from Intel (NASDAQ:INTC) processors, a move that also sparked a massive sales bump for the company. 

Srouji had largely spearheaded Apple’s shift into custom silicon, and was at one point even considered as a candidate to lead chipmaker Intel. 

Still, Apple has struggled to incorporate gen AI into its flagship devices, having largely lagged rivals such as Samsung (KS:005930) and Google (NASDAQ:GOOGL). The company made few references to its AI plans during its Worldwide Developers Conference earlier in June.

Latest comments

Risk Disclosure: Trading in financial instruments and/or cryptocurrencies involves high risks including the risk of losing some, or all, of your investment amount, and may not be suitable for all investors. Prices of cryptocurrencies are extremely volatile and may be affected by external factors such as financial, regulatory or political events. Trading on margin increases the financial risks.
Before deciding to trade in financial instrument or cryptocurrencies you should be fully informed of the risks and costs associated with trading the financial markets, carefully consider your investment objectives, level of experience, and risk appetite, and seek professional advice where needed.
Fusion Media would like to remind you that the data contained in this website is not necessarily real-time nor accurate. The data and prices on the website are not necessarily provided by any market or exchange, but may be provided by market makers, and so prices may not be accurate and may differ from the actual price at any given market, meaning prices are indicative and not appropriate for trading purposes. Fusion Media and any provider of the data contained in this website will not accept liability for any loss or damage as a result of your trading, or your reliance on the information contained within this website.
It is prohibited to use, store, reproduce, display, modify, transmit or distribute the data contained in this website without the explicit prior written permission of Fusion Media and/or the data provider. All intellectual property rights are reserved by the providers and/or the exchange providing the data contained in this website.
Fusion Media may be compensated by the advertisers that appear on the website, based on your interaction with the advertisements or advertisers
© 2007-2025 - Fusion Media Limited. All Rights Reserved.