Apple is betting big on generative AI to speed up chip development, according to Johny Srouji, the company’s senior vice president of hardware technologies. Speaking at a recent event in Belgium, Srouji revealed that Apple is leveraging AI to boost productivity and get more design work done in less time. Electronic design automation (EDA) tools like Cadence and Synopsys now incorporate generative AI, marking a strategic step for Apple to maintain its lead in custom chips.
The tech giant has come a long way since introducing its first chip, the A4, in 2010. Apple has since evolved its processor lineup from the A series to the powerful M-series, which now powers iPhones, iPads, Macs, and even the Vision Pro. The successful transition of Macs to Apple Silicon in 2020 showcased the company’s ability to take bold bets on in-house development. Now, Apple is eyeing the next frontier: applying generative AI directly to chip design.
AI-Powered Chip Design
By using AI in major EDA software, Apple can speed up bottleneck identification, layout optimization, and simulations, reducing engineering cycles. The company is investing heavily in local infrastructure, having built a factory for AI servers in the US. In 2024 alone, Apple spent $4.75 billion on powerful servers, including NVIDIA HGX. Projects like Baltra, a server chip being developed in partnership with Broadcom and TSMC for 2026, demonstrate Apple’s commitment to this strategy.
Apple is also integrating its native AI system, Apple Intelligence, to reinforce its ecosystem. The company is adopting a hybrid approach, using on-device AI (like Neural Engine) and cloud-based models that communicate exclusively with its own hardware. This move is expected to further solidify Apple’s position in the chip design landscape.
Future Plans
Apple’s push into AI-powered chip design is more than just a incremental change. The company’s significant investment in AI infrastructure and partnerships with major players like Broadcom and TSMC underscore its ambition to stay ahead in the chip design game. As Apple continues to integrate AI into its ecosystem, the boundaries between hardware and software are likely to blur further, paving the way for more innovative products and services.