Apple's in-house chip design is the 'secret weapon' behind industry-beating performance

Apple executives believe that by designing their own Apple Silicon chips and AI, the company now has a significant advantage over traditional chipmakers that have to cater to a wide range of markets and customers.Apple is outpacing the rate of overall industry progress with its M-series chips. Image credit: AppleApple's Vice President of Mac Product Marketing Tom Boger and Vice President of Platform Architecture Tim Millet talked about the new M4 line of chips used in recent Apple product updates in an interview with The Indian Express. The company believes doing its own chip design gives it 'a tremendous strategic advantage, said Millet.'We are not a merchant silicon company,' he added in encapsulating Apple's advantage. 'We do not build chips and sell them to other [companies].' Continue Reading on AppleInsider | Discuss on our Forums