Cupertino’s Chief Chipmaker, Johny Srouji
Bloomberg Businessweek (comments):
Srouji runs what is probably the most important and least understood division inside the world’s most profitable company. Since 2010, when his team produced the A4 chip for the original iPad, Apple has immersed itself in the costly and complex science of silicon. It develops specialized microprocessors as a way to distinguish its products from the competition. The Apple-designed circuits allow the company to customize products to perfectly match the features of its software, while tightly controlling the critical trade-off between speed and battery consumption. Among the components on its chip (technically called a “system on a chip,” or SOC) are an image signal processor and a storage controller, which let Apple tailor useful functions for taking and storing photos, such as the rapid-fire “burst mode” introduced with the iPhone 5s. Engineers and designers can work on features like that years in advance without prematurely notifying vendors—especially Samsung, which manufactures many of Apple’s chips.
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A former Apple engineer who worked on the [original iPhone] said that while the handset was a breakthrough technology, it was limited because it pieced together components from different vendors, including elements from a Samsung chip used in DVD players. “Steve came to the conclusion that the only way for Apple to really differentiate and deliver something truly unique and truly great, you have to own your own silicon,” Srouji says. “You have to control and own it.”
