WSJ: Apple Isn’t Kidding About Making its Own Silicon
When Apple bought chip design firm PA Semiconductor a year ago, it sparked all kinds of speculation about what the acquisition might bring to the Cupertino Kingpins. Was Apple abandoning Intel hardware in Macs to make totally proprietary systems? Did they just need engineering talent. The answer, not-too-surprisingly, had nothing to do with Macs, and everything to do with the iPod and iPhone universe.
As Steve Jobs told the New York Times last June, ““PA Semi is going to do system-on-chips for iPhones and iPods.”
Now, Apple is spending a lot more on chip design talent. Bringing in a very senior executive from IBM and two CTOs from AMD. The Wall Street Journal even reports that Apple has new job listings that include duties like “testing the functional correctness of Apple developed silicon.”
Again, this is all almost certainly device, not Mac-related. The more Apple can up the power and reduce the power consumption of the iPhone and iPod touch, the stronger the platform the company can build, and the more we can do with them. The Journal also claims Apple wants to use technology its competitors can’t get access to, which would be a big throwback to the 1980s, if true. I think it’s far more likely that Apple believes it has the talent to make a chip that delivers world-beating performance in an affordable package at minimal power use, which is way more important than specific features built into silicon.
In all likelihood, we’re talking about the iPhone generation due in 2010 at the earliest, though it would be a lovely surprise for the 2009 edition. What do you think? Do you want to get Samsung out of your iPhone’s CPU?
