Apple Eyes Generative AI for Custom Chip Design, Says Exec

Apple Inc. (NASDAQ:AAPL) is exploring the use of generative artificial intelligence (Gen AI) to enhance the design of its custom silicon chips, according to a recent Reuters report. Johny Srouji, Apple’s senior vice president of hardware technologies, revealed the company’s AI ambitions during a speech in Belgium last month.

Srouji emphasized Apple’s ongoing pursuit of cutting-edge technology in chip development, including advanced software from leading electronic design automation (EDA) companies. Industry giants like Cadence Design Systems (NASDAQ:CDNS) and Synopsys (NASDAQ:SNPS) are also incorporating generative AI into their chip design tools, highlighting a broader trend across the semiconductor sector.

Apple has been using its own custom chips since 2010, debuting the Apple A4 in the iPhone. In 2020, the tech giant transitioned its Mac lineup from Intel (NASDAQ:INTC) processors to its own silicon, significantly boosting performance and driving a major sales surge. Srouji, who led the custom silicon initiative, was once even rumored to be in the running to lead Intel.

Despite its hardware innovation, Apple has lagged competitors like Samsung (KS:005930) and Google (NASDAQ:GOOGL) in integrating generative AI into consumer-facing products. The company made only limited mentions of AI during its June Worldwide Developers Conference (WWDC), sparking criticism over its slower adoption of AI technologies.

With growing industry interest in AI-enhanced chip design, Apple’s move could mark a strategic pivot toward deeper integration of AI into its product pipeline, potentially reshaping future iPhones, iPads, and Macs.

This push aligns with Apple’s long-term strategy to maintain control over its hardware stack while staying competitive in an AI-driven tech landscape.