Apple already designs a lot of custom silicon, including its chipsets like the W-series for its Bluetooth headphones, the S-series in its watches, its A-series iPhone chips, as well as customized GPU for the new iPhones. In that sense, Apple has in a lot of ways built its own internal fabless chip firm, which makes sense as it looks for its devices to tackle more and more specific use cases and remove some of its reliance on third parties for their equipment. Apple is already in the middle of in a very public spat with Qualcomm over royalties, and while the Mac is sort of a tertiary product in its lineup, it still contributes a significant portion of revenue to the company.
Creating an entire suite of custom silicon could do a lot of things for Apple, the least of which bringing in the Mac into a system where the devices can talk to each other more efficiently. Apple already has a lot of tools to shift user activities between all its devices, but making that more seamless means it’s easier to lock users into the Apple ecosystem. If you’ve ever compared connecting headphones with a W1 chip to the iPhone and just typical Bluetooth headphones, you’ve probably seen the difference, and that could be even more robust with its own chipset. Bloomberg reports that Apple may implement the chips as soon as 2020.
Intel may be the clear loser here, and the market is reflecting that. Intel’s stock is down nearly 8% after the report came out, as it would be a clear shift away from the company’s typical architecture where it has long held its ground as Apple moves on from traditional silicon to its own custom designs. Apple, too, is not the only company looking to design its own silicon, with Amazon looking into building its own AI chips for Alexa in another move to create a lock-in for the Amazon ecosystem. And while the biggest players are looking at their own architecture, there’s an entire suite of startups getting a lot of funding building custom silicon geared toward AI.
Apple declined to comment.