Apple Inc. is actively exploring the use of generative artificial intelligence to optimize and accelerate the design process of its custom silicon chips, according to a senior executive, signaling the company’s growing adoption of AI in hardware development.
In remarks made last month in Belgium, Apple’s Senior Vice President of Hardware Technologies, Johny Srouji, highlighted the “high potential” of generative AI in enhancing electronic design automation (EDA)—the software essential for creating semiconductors.
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“Generative AI can significantly boost productivity by enabling more design work in less time,” Srouji said during his speech at Imec, a prominent semiconductor research institute that collaborates with major chipmakers worldwide.
As reported by Reuters, Srouji’s comments provide a rare glimpse into Apple’s strategy to expand AI beyond software into its hardware innovation efforts—a field typically driven by meticulous engineering and lengthy development cycles.
Apple designs its proprietary chips, including the A-series for iPhones and M-series for Macs, using EDA tools from companies like Cadence Design Systems and Synopsys, both of which are incorporating AI into their platforms.
During his address, Srouji reflected on Apple’s chip development journey, from the introduction of the A4 chip in 2010 to the processors powering devices like the Vision Pro headset.
He credited Apple’s success to its willingness to embrace advanced technologies and take bold risks, citing the 2020 transition of the Mac lineup from Intel to Apple Silicon as a major milestone.
“Switching the Mac to Apple Silicon was a massive gamble. There was no fallback plan—we committed fully, along with a huge software undertaking,” Srouji noted.
While Apple has kept its generative AI roadmap under wraps, CEO Tim Cook has confirmed that the company is making significant investments in the field.
Industry analysts anticipate further AI-related announcements at Apple’s upcoming product and developer events.
