Inside An Apple Lab That Makes Custom Chips For iPhone And Mac
ฝัง
- เผยแพร่เมื่อ 6 ก.ค. 2024
- Apple has designed its own custom chips for iPhones since 2010, kicking off a trend followed by other non-chip giants like Google, Microsoft, Amazon and Tesla. In November, CNBC became the first journalists to film inside an Apple chip lab, where it tests its latest M3 chips that replaced Intel processors in all new Macs. We also got a rare chance to talk with Apple’s head of silicon, Johny Srouji, and Apple's senior vice president of hardware engineering, John Ternus, about geopolitical risks in Taiwan, slowdowns and what’s next in AI.
Chapters:
00:00 - 2:10 Intro
2:11 - 6:55 Powering iPhones since 2010
6:56 - 12:09 Replacing Intel in Macs
12:10 - 14:55 Taiwan, slowdown, other risks
14:56 - 17:11 AI and what's next
Produced by: Katie Tarasov
Edited by: Sydney Boyo
Supervising Producer: Jeniece Pettitt
Animation: Jason Reginato, Christina Locopo, Andrea Schmitz
Camera: Andrew Evers, Sydney Boyo, Jeniece Pettitt
Editorial Support: Steve Kovach
Additional Footage: Getty Images, Apple, TSMC, AMD, Getty Images, Google, Intel, Nvidia, OpenAI, Qualcomm, Samsung
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Inside An Apple Lab That Makes Custom Chips For iPhone And Mac
If you think about it, it's kinda crazy that they probably have chips in that lab that won't be announced for at least another year or more. The M4 is probably being tested in that lab right now.
Much more. Their development lead time is years, not months. And that's not crazy at all. These things don't get created overnight.
@@moeskido I guess it's just interesting in the sense that by the time it's presented to us as new and modern and groundbreaking, the tech already existed and it was in development for years. Kinda interesting thing to consider when watching those keynotes, at least for me moving forward.
Trash from trash manufacturers in a trashcountry .
There would be chips being tested that are probably going to come after M series are done with. Tech moves fast so everything is in R&D stage everywhere.
@@darkwoodmoviesit is one thing to have something running in a lab on one test system and a completely other thing to have it mass produced and integrated with the software.
These longer form videos by Katie Tarasov are always the very best. As someone who works in this industry, I still found the summary to be informative, detailed, and accurate.
perhaps a bit too simple like talking to kindergarden kids, have always been a problem of CNBC is they take there audience for stupids who knows nothing. While making everything seemingly so deep and not easy to enter feeling.
God she is a beautiful women, I hope CNBC can have in a lot more videos she is very pretty i can see why she's pregnant. The longer form videos are great.
@@WhiteGirlHeaven bcuz only hot chicks get laid??
I think someone likes her way too much. lol
This segment is brought to you by apple. So biased.
For me it is mind blowing what they want to do: “Apple working on a follow-up version that will combine cellular modem, Wi-Fi and Bluetooth capabilities into a single component.”
releases in like 2030 lol
@@kelsormjaquan cope harder with that lol
not happening they are having problems making a modem thats why Qualcomm is stil their supplier, Its proven to be trouble trying to manufacture a modem more impressive.
@@kelsormjaquanApple has end to end encryption on iMessage and complete encryption of iCloud with advanced data protection. Compare that to Google who sells your data to anyone who asks.
@@NinjaForHire a lot of IP (patents) to navigate around
I switched my whole eco system to apples since the m1 16inch pro. Never looking back. I was a hardcore windows and android guy, cracking software etc and being a geek...but apple products finally got me hooked..!
Most of my software engineering peers like apple products, including myself. Biggest reason is that the features i need are there out of the box, i dont need to tweak or jailbreak anything. I do admit that apple is behind everyone else on some features but I dont mind since when they do release the feature you can be assured that it will be stable
@@darylclarino5439Stop lying.
🤣🤣🤣
There has been plenty of instability issues with iOS updates throughout the years.
@AndyGKaufmanyou mean a sheep enjoying a product that actually works unlike others
I did the opposite, left Apple lol I like freedom more.
Me too I did the exact same thing. I own every single Apple product since 2019. The ecosystem is ridiculous. never looking back
Thumbs up👍👍 to CNBC for getting access to Apple labs and making these interviews.
Excellent video. Thank you Katie 👍
Very interesting and informative!
I am really impressed at the head of the chip design. He seemed to really take serious his role and had a passion to build incredible products.
This is a really good video, answering each question as I have them (good interviewing, good reporting, good editing)
It's such a contrast on how apple presents their labs at keynotes with clean and open rooms and how they look in reality with stock racks from home depot.
Great video & Apples new chips are sublime & they grow from to strength to strength.
Great video, so interesting, loved it 👌
Nice tour. Now I would like to see the 8GB ram for user test!
very informative video❤❤
Great cover from CNBC! Congratulations to the team!
phenomenal reporting
Intel got burned twice (once for phone chips and another for laptop chips). The first time, Intel passed on making the mobile chip for the first iPhone. They never thought it would sell well so the volumes wouldn't be worth the investment it took to design and manufacture the chips. Fast forward about 10 years and Intel was _very_ late to delivering the 10nm Intel chips for the new 2016 Macbook pro redesigns so Apple was forced to put a 14nm chip in a chassis designed for the 10nm power envelope which RUINED that entire line of MacBook laptops. THAT was the final straw and about 4 years later, they unveiled M1 and Intel lost Apple's laptop chip business forever.
Well intel got arm license so don't bet on it
Intel got burned third time when Apple pushed Intel to clone illegally Qualcomm modem chip as Apple was butthurted to pay to Qualcomm "too much" for the chips. LOL.
Intel is still the leader in chips and to say otherwise is fantasy.
@@Art-is-craft They are number one for being in last place and for making unreliable/hackable chips. Just because they sell higher bulk doesnt mean they are better. Most companies just buy them because they think cheaper is better.
@@chinito77
When it comes to server and power CPU Intel is the only option. Everything Intel has was built by them. That is not the case for the other players who are function on open market licences.
Very very interesting report. Thanks a lot
Great interview. Apple has been famously secretive so it’s really nice for them to open up somewhat. One question I would love for you to ask them is: given their focus on the environment, why are their machines not upgradable with respect to storage, ram, and SoC? For example, owners of an m1 machine might want to upgrade their ram or storage, but cannot due to Apple’s choice to solder down the machine. Older Macintoshes from the 2009-12 era, for example, were upgradable. Now, if you need more storage or ram, you have to throw the entire machine away for a new one, even though the battery, screen, fans, thunderbolt ports still work just fine. So how is that policy congruent with being for the environment?
Second, the test lab showed what appeared to be a motherboard with pcie and thunderbolt/usb-c ports. Will Apple release such a motherboard to the DiY market? I would love to build a custom built Macintosh!
Finally, when will Apple embrace the AAA gaming community and bring more AAA games to macOS? The hardware is increasingly capable. All we need now are the games!
Great interview thank you I really enjoyed it.
Why would Apple $older down the machine and not make things upgradable for the con$umer$?
Apple isn't concerned about the environment. They are concerned about looking like they are. Many of the decisions they make are not good for the environment, but they plaster it with a few solar panels. Shipping products around the South China Sea to eventually be shipped across the Pacific isn't green compared to localized assembly and movement by rail. Using dangerous chemicals in nations with lax chemical safety and disposal laws isn't environmentally safe. Heck their headquarters is a big energy expense with the giant glass doughnut.
It's how the modern environmental movement works. They just export all the dirty work to a different country so it's not visible to the end user.
Apple's business strategy can be summarized as:
Product differentiation: Apple differentiates its products and services through simple, attractive designs and advanced functionality.
Brand identity: Apple creates a unique brand identity through simplicity, innovation, and emotional branding.
Product development: Apple provides well-designed products and services with an emphasis on minimalism, clean lines, and solid tones.
Marketing: Apple positions its products as premium, high-quality, and cutting-edge.
Sales: Apple emphasizes direct sales through Apple Stores and online platforms.
Apple's strategy is to extract more revenue from its users by selling peripheral devices and services. In 2023, Apple's first quarter revenue was $117.2 billion, down 5% year-over-year. However, the Services business continued to do well with a revenue of $20.77 billion, up 6.4% year-over-year.
@@MambaScalabrine-ub2kl Oh, so edgy.
Most Apple fanboys forget that's after all its a corporate business that wants to make as much money as possible and grow as big as they're allowed to. So, if customers are buying their overpriced products either way and no government other than EU is pushing them to do anything why would they bother changing their philosophy that is making them so much money every year? If you have a business where you can overcharge and people still buy your products would you stop selling it or for lower prices??
As for your gaming thing that won't change until they make SSDs and RAM upgrades cheaper and also user upgradable. Do you think you can run AAA games on a machine with no fan, 256 GB storage and 8 GB RAM? Or would you really spend extra thousand dollars for just built in storage and RAM just to play games on a machine that would be outdated within 5 or 6 years? So neither gamers are interested nor developers much either. Better build a PC or get a console, much cheaper solution
So interesting and impressive to see how they are innovating in this area.
D is my favorite reporter. Solid understanding of the complex and how it applies to our world. Nice work!
Great reporting
That was a great piece of tech journalism. Thanks!
Great interview!
You mean infomercial....
"Inside An Apple Lab That Makes Custom Chips For iPhone And Mac"
kind of missleading Title when its not TSMC that produces the chips lab they visit . but and Apple Testing lab
but great video :)
great video!
I love the thinkess in their new laptops, im just crazy with my new mac
That was an excellent presentation, and a rare look into Apple's labs. Motorola, PowerPC, Intel and along the way Apple announced they bought PA Semi-conductor. Now look how far they have stormed ahead with Apple Silicon... it's been a fascinating journey IMHO.
Amazing video
Amazing video.
I had a hand in TSMC’s build here in AZ. MASSIVE place.
16:09 Can't wait till these breakthroughs are made public
The way they replied just tells you there’s something big coming
@@usuariodeyutubapple intelligence.
Tbh I expected a lot more
@@usuariodeyutub Same!
@@usuariodeyutub could say the same thing but it also feels like a good baseline, the way it integrates with siri but you could also tell from the ability to rely on chatGPT when wanted that it still isn’t fully (matured?)
Nice presented video
Excellent/ exceptional reporting 🙏🏻
Bravo APPLE 🍎
You're applauding Apple, not the reporting. Don't get confused!
@@FindecanorNotGmail fair enough 👊
Wow! This journalist is so competent! Respect! I am quite versed in tech and even in Apple's underlying technology, and halfway through, she is just not missing!
Calm down beta simp
Purpose driven, tailor-made chips make a big difference.
Like getting tailor made clothes
@@portman8909 Yes indeed
Thunderbolt is great technology. Its seems to be I will use it in a combo with Oculink
If Apple created a separate division for gaming and made a desktop gpu and desktop cpu, not SoCs, I think they have a huge potential to beat amd and even intel
Amazing tech
Hands down🙌 the journalist❤.
Apple avoids the term AI like the plague.
It’s always neural, machine learning or even “advanced intelligence”.
@shanemoon true lol
Calling it AI without saying AI is smart
AI sounds overused
they will find a name for their brand of AI
AI is the buzzword of the moment, like crypto, blockchain and many others in the past
Skeeeohhheeee when you see me !! lol 😆
I think this is the first time we see something the apple offices
Qualcomm and mediatek and unisoc inside tour. Please.
Wouldn’t be surprised if Apple eventually expand into the world of servers in data centres with them making servers that use a new exclusive variant of the M series chips that is physically very similar in size to an Intel server CPU while being extremely powerful and power efficient so those servers could also save a lot of money for their owners in the long run when it comes to energy costs! :)
They r onto it
Macbook with M Series is really revolutionary and i think next 5 year no one can compete with M series chips.
not true , Qualcoms Nuvia pc chips shows promising results , it out performs M2 max in performance and efficiency . which is a good start . only time will tell .
@@arnsassassiner what’s about real life performance I don’t think Windows yet optimized for Arm chips and windows apps. Microsoft should focus solely on arm to compete apple.
@@AliZamin because there was no capable hardware worth optimizing windows for . hopefully after qualcoms nuvia chip, Microsoft optimizes windows on arm.
@@arnsassassiner microsoft should made Windows 12 specifically for arm.
I don't think Apple would actually make a big announcement before they can fit LLM to entirely run offline
I admit Apple took the right direction. For laptops efficiency or performance per Watt, they are now king of the industry. However, so many applications still live on x86. It's a difficult situation because of app compatibility. Hopefully, in the near future, it all works itself out.
Rosetta 2 has been available since M1 and allows x86 apps to run just fine on Apple Silicon.
95% of the apps that i use and most people use are already optimized.
@@bryncbAnd from what I could research, the power hit for running the x86 apps isn't substantial either.
I’m curious about Qualcomms new arm chip and how it’ll impact the android market. And if windows will eventually switch to them
@@TylerMaximus i think that even if qualcomm does it, they wont be able to match
What a wonderful interview....
I just got my fist M1 Max MAC second hand and it amazes me how good it is especially when running programs with multiple layers of emulation. I see why intel is scared
Intel is not scared.
@@Katchi_intel is irrelevant
Intel scared with 90% market share?😅😅😅
Intel scared with 90% market share?😅😅😅
Intel scared with 90% market share?😅😅😅
Good for Apple, they need more behind the scenes videos.
Will I be able to use RCS in an iPhone now? Or do I need to upgrade to the next gen iPhone 16 Pro?
Thanks for this, it is well put together. Do I really need to upgrade my devices? What are we using our devices for? Why fix what is not broken? Do we need the smartphone to change? I'm not convinced by foldables. When will smartphones outperform the Steam Deck, 1080p 120fps?
If it's not upgradable, then it's just a consumable, electric waste, and not that environmentally friendly.
It's built to work, but with an intended and limited lifetime, so that you will upgrade by buying a new system later, and not just incrementally upgrade what might be a bottleneck.
Two personal examples with laptops: when SSDs were more affordable we could just exchange older HDDs and get a significant boost to usability and increase the usage time since other components still worked okay. Or for work, when 8GB of RAM was getting tight for development with docker and you could just add another 8GB RAM stick (~40€).
An open system also allows more flexibility to fit requirements. E.g. if I need more disk space since I want to work with large datasets but do not require the maximum amount of RAM, ... and which the configurator might not allow me to choose.
And I just wanna see the RED SILICON BOARDS they use in prototypes. That’s all I wanna see.
"scalability and reusability" - fun fact, the latest Apple TV 4K console uses A15 Bionic chip, same one on iPhone 14. I personally have one with a Playstation controller and casual gaming on TV has never been this great and affordable. While at that, Apple Arcade gaming service is amazing, works across Apple TV, iPhone, iPad and Mac. Okay, now I sound like a bot.
you are a bot
@@miaya3898 How will we ever know? Exciting times!!! (BTW, I'm a bot)
@@zpok123 your mom is a bot
Apple Arcade has great titles! My partner and I recently discovered GRIS+ and Beyond a Steel Sky on Apple Arcade. But I would love more titles like them on Apple Arcade. A lot of the other titles are just something you would play during a break or something. I definitely recommend Apple One for everyone using more than one Apple device. Yes, to some you may sound like “a bot”, though I wonder why it is out of fashion to just say what you like about things like Apple products. 🙃
I couldn’t really enjoy getting to know my Apple products as there’s so much toxicity on the internet regarding Apple. But I’m really done with that. I’m just going to enjoy what I enjoy without caring if someone toxic calls me a bot, sheep or whatever for liking what I like.
11:57 Contradictory. Qualcomm has the best modems (as proven over the last 20+ years and based on the size of the graveyard of their competitors) so not sure why they would try to build their modem.
making everything in house is a double edged sword. Not everything can end up as a high quality product and the modem part is a critical one - when not performing as it supposed to it can break sales of a whole series of products.
TSMC is one of the most important companies on earth.
Market capitalization of TSMC (TSM)
Market cap: $511.12 Billion
As of December 2023 TSMC has a market cap of $511.12 Billion. This makes TSMC the world's 12th most valuable company
huawei will soon make them eat dust
If they go down they take down a lot with them 😅
@@miaya3898 huawei 9000s can't even beat a13
@@yongyon15 not yet. eventually huawei will surpass everyone. they've already surpassed apple in 5g chips.
@3:20 wow look at that
they are just sitting there on those kitchen metal racks
i'm used to seeing dust proof silicon environments, why and how is this able to be different???
It's not the manufacturing facility, it is the chip testing lab. Chip manufactured by TSMC in Taiwan.
At the 12 min mark when he was asked if Apple is planning to make other chips too like memory dude basically said that their focus is the quality of their product, if a chip doesn’t meet what they need or up to par, they’ll be cut. Like intel.
super rare!
Great piece of apple advertising!
I luuuuuv chips, espec with a few dippys
Yum yum yun!!!
As an STEM/engineering student, it's incredibly inspiring to see how AI is making waves in the semiconductor and chip development field. This video has motivated me to delve deeper into AI, semiconductors, and chip development at Arizona State University. I'm a big fan of tech insight videos and documentaries, and this one was truly fascinating. Can't wait to learn more and stay updated on the latest advancements in this exciting field!
Will you ever fix iCloud so it actually works? How about Apple Music bug error -54?
A interesting interview would be with jenson huang. My man single handedly took the company from bankruptcy to top three most valuable companies
Make a video on HONOR 90 5g mobile because it is having highest PWM dimming frequency for display currently in the world.
What an interesting time to be alive.
I swear at 9.48 i just saw Tiger Woods testing chips haha
Lmao the guy laughed when they spoke about AI, they are preparing smth haha
Just curious will this lead to loss of revenue for the chip giants in US and Asia?
Why is modems so difficult?
nice one CNBC
Great vid, good overview and feature
Apple is incredible!
It bad that samsung is years ahead
@@josephmessere7617in gimmicks
Apple is the best tech company in the world and this shows that when comes to tech the US it's on another level that's why they compete with themselves. 😎😎😎😎
14:49 This makes me think of the globals used in Earth: Final Conflict.
Apple is building for the long term future of their smartphones and their laptops. They are the leader in their respective tech industry!
Many said " same old AAPL, nothing new" after AAPL's last product introductions...well, hope they are watching. This is fabulous! Congrats AAPL!
Nah still nothing much
The gaming experience is not up to par to other handheld devices. But it's cool they can do it.
It’s due to optimization , no gaming company is going to waste time doing that for a such a small market
Have you seen the gameplay of RE4 Remake on IPhone 15 Pro. It kicks the stuffing out of PC portables like ASUS ROG Ally. And it has way better battery life. Apple will get more games developed for iPhone and Mac.
Yeah it’s such a small market, billions of users, not much.
Did you just seriously compare an iPhone to handhelds intended for gaming?
I don't know why people think Apple is behind in AI. Sure, Siri sucks and not generative, but AI has been a thing for years at Apple. For example, I remember in iOS 9 when my iPhone had these proactive suggestions like a route to my favourite library because my device already learned that's my usual spot on a specific day and time. There are also things like texting the person you're going with that you are late to your event, turning off alarms because the next day is a holiday, etc. Then, of course, there is all this photo- and video-related stuff.
Yeah, the photo ML stuff helped me a lot in my class. The copy feature is really nice especially since it is on-device which means I don’t need data for it.
And 2 important apple silicon designers now work at Qualcomm, where they built an even faster ARM based cpu.
and good for the consumer, we dont need to pay zillions for it.
I don't see them getting into memory unstil their is a paradim shift and there leading the way to it, and it may or more likely be as big as a shift away from Von Neuman.
What the man said, as long as it's a commodity and one that doesn't hold them back, why should they?
Still rocking an M1 MacBook Air..and for some years to come.
Really interesting and something you don’t see behind Apple’s closed doors.
@ 11:24 this is how a half decent microscope should look like 😅😂 not the Alibaba version from Apple’s Lab 😂
13:27 cheap test leads…. WTF (wow that’s fantastic 😂😅 )
Which city ? It is located ?
Eden, SD
Nice video, but title is pretty misleading. Not much in this video is about the actual lab.
It's like the word arm is being avoided. But hey the arm has fewer instuction sets. Most forget that.
The amount of work and precision Apple has used to achieve this, is astounding. Truly a great company.
Slave labor helps
i love when i cant repair something i paid for
Completely irrelevant. You sir have many things in your home you don’t have the capability or time to fix as well. why should your lack of knowledge or lack of funds for software to fix your phone, cripple a major company’s extreme engineering capabilities.
@@Wakeupdud3
That's not what he said. He says about apple's anti repair tactics.
Like serializing parts of their iohone so you can't replace them by yourself or any 3rd party repair.
The backglass with coil, cameras, boards, battery, screen is all paired to the phone. Even their laptops has ram, ssds soldered to the motherboard.
But Apple is NOT a chip company. Stopped the video after 2 minutes because this journalist or voice over has no clue what she is talking about. Yep CNBC. Wish i could block these lame channels.
13:16 - TSMC is playing the ALL-TAIWANESSE card again. lol!
The way they bot cheesed when asked about AI .... these dudes about to shock the world
Were you the first journalists to ever film inside an Apple chip lab? I think I missed that part.
Hope they fix sonoma
They need to fire the whole design team and invest in a new design team. I stopped upgrading my iPhone after the 3GS
Apple like it's products is a consistent and integrated product on it's own, they take full responsibility on the user experience and design 100% with no compromises, that's RARE, nothing like it on the plant from ANY company, it's human care for giving the best tools to enrich the life and prosper on the most deepest levels, it's beautiful.
thank you CNBC for this amazing interview.
Of course there are compromises..
They do not make chips. They design them. After they design it, they send it to TSMC for production where they actually make the chips
Ok, here is my take, I do think Apple will move away from Qualcomm eventually, and what I think is happening is there developing a Apple codec for the 5G like Huawei polar codecs, and eventually move to 6G. Wifi and Bluetooth, I would also think Apple would work on something to replace bluetooth, along with perhaps redesigned or new audio codecs and etc, along with and uses the same codec as eventually 5G Apple codecs like the Nearlink Alliance headed by Huawei in China, wich would be better then bluetooth, I just don't think Apple would let Huawei be the best even if they exited the US market. Also they need eventually to have a response to new Qualcomm audio and IoT codecs while mainly audio based on wifi because eventually it will be caught on as they just announce at the Snadragon Summit and I would argue Ldac is already the dominant "Hi-Res"audio codec even with limitations. Apple can still have 5G in it's name because of the intel IP. As well as integrated and unify the homes and IoT integration with Matter protocole. Even if I love Home assistance, nothing beats native. Though Home Assistant would still be around with Matter as a manager. So if they are doing new codecs and get ready to have a second version or Version2 for 6G in the mid 2030's or early years as that is where 6G is expected, usually the wagon start and reporting start in earnest about poperly 5 years in advance and trickles to a major ad campaign in the deployment years. I think this will be the first time a new generation may take 2-5 years more then the 1 generation per decade upgrades of cellulare generation. So I do think this line up with 2026 eventually, which would line up with 2nm also.
aAdd; I don't see them getting into memory untill their is a paradim shift and they're leading the way to it, and it may or more likely if they were ever to get in do it yourself themself be as big as a shift away from Von Neuman.
They not getting into memory no time soon they still have kinks and stuff to work out with there modem since they acquire majority of Intel them sticking with Qualcomm is just to buy them time and to make sure they keep shipping phones
@@user-ek1to4gq3hsamsung just lost 90% in profits from memory. there's no reason for apple to enter a volatile market
@@dandre832 as I said, it may be as big a paradigm shift as away from Von Neuman and they're leading the way
our goal is to manufacture all of the chips in india and china at reduced negligible cost and than comes the interesting and fun part for us
That’s a crazy thing