Apple To Power AI Features With Custom In-house Chips, Speeds Up Deployment: Report

Apple is set to enhance its upcoming artificial intelligence (AI) features by utilising custom in-house chips within its data centers, Bloomberg News reported on Thursday. 

According to the report, the tech giant will integrate these chips, akin to those used in Apple’s Mac computers, into cloud-computing servers. These servers are tasked with managing complex AI operations that will soon feature across Apple devices. Meanwhile, simpler AI tasks are expected to be handled directly on the devices.

This strategic pivot to deploy its own chips for cloud-based AI processing was initiated about three years ago. However, the pace of development has significantly accelerated following the surge in AI interest spurred by OpenAI’s introduction of ChatGPT. The move reflects Apple's proactive efforts to stay competitive and relevant in the fast-evolving AI technology landscape.

Earlier in the week, Apple announced its next-generation chipset, the M4, which is poised to power the new iPad Pro models. The M4 chip will support various AI functionalities, marking another step forward in Apple's integration of more sophisticated AI into its product ecosystem.