Foreign media recently interviewed three Apple executives and learned that the company's M1 chip was designed with actual performance in mind, rather than emphasizing paper specifications as other companies do.It is reported that om Malik, partner and journalist of true ventures, has just interviewed Greg joswiak, senior vice president of global marketing, John srouji, senior vice president of hardware, and Craig federighi, director of software.
During the interview, the three executives discussed the differentiation route between Apple silicon and its competitors. First of all, Craig federighi pointed out that many specifications commonly used in the industry can no longer predict the true performance of chips.
This is a question that video professional users want to know urgently, but there is no specification in the field of chip design that can give an appropriate answer.
But as executives point out,AppleIt's a different business. "We are a product oriented business," says Johny srouji.
In the design of M1 chip, Apple's engineering team has considered the compactness and performance. However, thanks to its high-end embedded graphics engine and common storage architecture, apple silicon can still do more than its competitors.
For example, universal memory can reduce the data mobility requirements between system buses, which is quite different from the system equipped with independent GPU, and can reduce the requirements for the most active cooling and larger memory capacity.
In addition, the new chip design idea also enables apple to customize chips with more powerful task execution capabilities on demand.
Before, most of the processing was done on the CPU, but now the CPU, GPU, NPU, and ISP units can do a lot of processing, srouji added.
Morgan Stanley points out that while M1 is currently only available in the entry-level MAC product line, in the past 12 months,MacBookThe air / MacBook Pro / Mac Mini family accounts for about 91% of total MAC shipments.
"Some users won't buy Apple silicon products immediately, but the transformation will come in the future," federighi said. Because the system we're considering building is superior to the system that will be replaced.
In addition, Apple's hardware and software departments have achieved a high degree of cooperation in the development of new chips. Under this guideline, both parties can better cooperate to customize Apple silicon chips suitable for the final product.
Finally, srouji said, "I believe apple can offer the best model of its kind, because we started chip design three or four years in advance. Craig and I are in the same room, and we can discuss cooperation at any time. It must be impossible for enterprises such as Intel or AMD to do so. ".