Apple is stepping up its artificial intelligence (AI) efforts by introducing generative algorithms to the design of its microprocessors, Reuters reported. The company plans to use the tools to improve chip performance, reduce development time and strengthen its position in the field of artificial intelligence.
In a recent speech in Belgium, Apple’s hardware chief Johny Srouji said that generative AI will significantly accelerate chip design, providing greater efficiency by automating complex engineering processes. The company is already working with industry leaders such as Cadence and Synopsys, which specialize in electronics design automation.
Apple has been criticized recently for its slow implementation of AI in its products, particularly in iOS 26, which brought almost no serious new AI-based features. An updated version of Siri has also not been introduced yet. Despite this, the company believes that it is important to improve the foundation — that is, the hardware — of devices, rather than the software functionality.
Previous Apple Silicon chip designs have shown good results in terms of power efficiency and speed. Srouji recalled that when Apple completely switched from Intel chips to its own chips in the Mac in 2020, the company operated without a backup plan and took quite a risk.
"Moving the Mac to Apple Silicon was a huge bet for us. There was no backup plan, no split-the-lineup plan, so we went all in, including a monumental software effort," said Johny Srouji, head of Apple's hardware division.
Apple's own processors in Macs have demonstrated significant advantages — in particular, in performance, energy efficiency, thermals, and software compatibility. The company expects that the use of generative AI in the technical process will only benefit from this decision, as it did with the transition to its own chips in Macs.