Apple Inc. is exploring the use of generative artificial intelligence (AI) to streamline the design process of its custom chips, marking a potential shift in how the tech giant develops the silicon that powers its devices.
During a recent speech at the ITF World Conference in Belgium, Johny Srouji, Apple’s Senior Vice President of Hardware Technologies, emphasized the importance of adopting cutting-edge tools to stay ahead in chip development.
According to a video of the talk cited by Reuters, Srouji noted that electronic design automation (EDA) tools are “super critical” in managing the complexities of chip design. He also pointed to the high potential of generative AI in boosting productivity by accelerating the design workflow.
Srouji’s remarks hint at Apple’s intention to more formally incorporate AI into its chip design process, though industry sources suggest the company has already been leveraging AI behind the scenes. AppleInsider reported that Apple has long worked with third-party EDA firms like Synopsys and Cadence Design Systems, both of which have been integrating AI and machine learning into their platforms for years. Synopsys, in particular, has highlighted how generative AI can unlock novel approaches to chip creation—a capability that Apple is likely to benefit from.
The comments come as AI reshapes the broader tech landscape, influencing both product development and workforce strategies. Microsoft is reportedly preparing to lay off thousands of employees, mainly in its sales division, as it intensifies its focus on AI-driven transformation.
The move follows a series of substantial AI investments aimed at keeping pace with rivals in the rapidly evolving space. Microsoft and OpenAI discussed renegotiating their multi-billion-dollar investment agreement, as the original terms are near expiration and OpenAI is undergoing major structural changes.
Meanwhile, Amazon’s CEO Andy Jassy revealed that the expansion of generative and agentic AI technologies will lead to a reduction in the company’s corporate workforce over the coming years.
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