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Hello friends. Yes Facebook changes its name? Unfortunately, Mark, the plaintext is busy. And obviously, so is the “Social TRUTH.”
The usual view
This week, Apple introduced a set of new MacBook Pro laptops. During the pre-recorded launch event, Apple’s engineers and executives clarified that the MVP in these new products are the chips that power them: the M1 Pro and M1 Max chips. With 34 billion and 57 billion transistors, respectively, they are the engines that power the high-resolution super displays of the new Mac devices, providing incredible speed and extending battery life. Laptops are the apotheosis of a 14-year strategy that transforms the company – literally under the hood of its products – into a huge effort to design and build its own chips. Apple is now methodically replacing the microprocessors it buys from vendors such as Intel and Samsung with its own, which are optimized for Apple users. The effort was stunningly successful. Apple was once a design-defined company. The design is still critical for Apple, but now I consider it a silicone company.
A few days after the main talk, I had a rare recorded conversation about Apple’s silicon with Greg Joswiak, senior vice president of global marketing (also known as “Jos”), John Ternus, senior vice president of hardware engineering, and Johnny Sruji, senior vice president of hardware technology. For years, I wanted Apple to connect me to Srouji. Its title only hints at its status as a chip king at Apple. Although he began appearing on camera at recent Apple events, he usually avoids the spotlight. An Israeli engineer who previously worked for Intel and IBM, Srouji joined Apple in 2008 specifically to serve a term from Steve Jobs, who believes the chips in the original iPhone could not meet his requirements. Srouji’s mission was to lead Apple in its own silicon production. The effort was so well executed that I believe Srouji secretly succeeds Johnny Ive as a key creative wizard who breaks the secret sauce in Apple’s offerings.
Srouji, of course, will not handle this. Ultimately, the book for Apple’s guide is to spend their hyperbole on a Mac, iPhone, and iPad, not on themselves. “Apple is building the best silicon in the world,” he said. “But I always keep in mind that Apple is first and foremost a product company. If you are a chip designer, this is paradise because you are building silicon for a company that makes products. “
Srouji is aware of the benefits of deploying your own chips, as opposed to buying from a vendor like Intel, which was briefly launched this week by the MacBook Pros in favor of the Ms. “When you’re a retailer, a company that supplies non-standard components or silicon to a lot of customers, you have to figure out what the least common denominator is – what does everyone need for many years?” He says. “We work as a team – silicon, hardware, software, industrial design and other teams – to enable a certain vision. When you translate it to silicon, it gives us a very unique opportunity and freedom, because now you are designing something that is not only truly unique, but is optimized for a specific product. In the case of the MacBook Pro, he says, he sat down with leaders like Ternus and Craig Federighi a few years ago and imagined what consumers would be able to get in 2021. It would all come out of silicon. “We sit together and say, ‘Okay, this is closed by physics?’ Or is this something we can go beyond? And then, if it’s not closed by physics and it’s only a matter of time, we’ll figure out how to build it. “
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