NVIDIA has set its sights on competing with Intel in the personal computing sector. According to Reuters sources, NVIDIA has quietly started developing central processing units (CPUs) that will run Microsoft’s Windows operating system using Arm Holdings’ technology.

This strategic move by NVIDIA is in line with Microsoft’s broader initiative to support chipmakers in building ARM-based processors for Windows computers. Microsoft’s efforts are seen as a counter to Apple, which has nearly doubled its market share since introducing its own ARM-based chips for Macs three years ago, according to IDC’s preliminary third-quarter data.

AMD also plans to produce PC processors using the ARM architecture. Both NVIDIA and AMD are expected to launch their PC chips by 2025. They will join Qualcomm, which has been producing ARM-based laptop processors since 2016. Qualcomm is set to unveil a flagship chip developed by a team that previously worked with Apple at an upcoming event attended by Microsoft executives, including Pawan Davuluri, vice president of Windows and Devices.

Microsoft’s management has taken note of the efficiency of Apple’s ARM-based M processors, especially in artificial intelligence processing, and is striving to achieve similar results.

In 2016, Microsoft partnered with Qualcomm to port the Windows operating system to the ARM processor architecture, which is the basis for smartphones. An exclusive agreement was signed with Qualcomm to develop Windows-compatible chips until 2024. After this period, Microsoft encouraged other companies to enter this market.

Jay Goldberg, CEO of D2D Advisory, commented on Microsoft’s strategy, saying: “Microsoft learned from the 90s that they don’t want to be dependent on Intel again… If ARM had really taken off in the PC chip space, they would never have allowed Qualcomm to be the sole supplier.”

Microsoft is pushing chipmakers to integrate advanced AI capabilities into their processors. The company sees AI software such as Copilot playing a key role in the Windows experience. However, the shift from the x86 computing architecture used by both Intel and AMD to an ARM-based architecture could create software compatibility issues.