Apple Inc. is exploring the use of generative artificial intelligence to streamline and enhance the design of its custom silicon chips, a senior executive said, highlighting the tech giant’s growing reliance on cutting-edge AI tools in hardware development.
In previously undisclosed remarks made last month in Belgium, Johny Srouji, Apple’s Senior Vice President of Hardware Technologies, said the company sees “high potential” in applying AI to electronic design automation (EDA), the software used to create semiconductors.
“Generative AI techniques have a high potential in getting more design work in less time, and it can be a huge productivity boost,” Srouji said during a speech while accepting an award from Imec, a leading semiconductor research group that collaborates with major global chipmakers.
Johny Srouji, Apple’s Senior VP of Hardware Technologies on Apple Silicon:
One of the key lessons Apple learned was that it needed to use the most cutting-edge tools available to design its chips, including the latest chip design software from electronic design automation… pic.twitter.com/JfdOiCaMfs
— Ray Wang (@rwang07) June 19, 2025
The comments, reported by Reuters, offer rare insight into how Apple plans to expand AI usage beyond software and services into its hardware innovation process — a space traditionally dominated by precision engineering and years-long timelines.
Apple designs its own chips, including the A-series for iPhones and M-series for Mac computers, and relies on EDA tools developed by firms like Cadence Design Systems and Synopsys, both of which are integrating AI capabilities into their platforms.
In his address, Srouji traced Apple’s silicon journey from the introduction of the A4 chip in 2010 to the chips powering its latest Vision Pro headset.
He credited the company’s philosophy of embracing cutting-edge technologies — and taking risks — for its success.
He pointed to the transition of the Mac lineup from Intel processors to Apple Silicon in 2020 as a defining moment.
“Moving the Mac to Apple Silicon was a huge bet for us. There was no backup plan, no split-the-lineup plan. So we went all in, including a monumental software effort,” Srouji said.
While Apple has remained tight-lipped publicly about its generative AI roadmap, CEO Tim Cook has recently acknowledged that the company is investing heavily in the space.
Analysts expect more AI-related announcements during upcoming hardware and developer events.
