It has taken time for Intel and AMD, which power a majority of the Windows PC ecosystem, to respond, but newer iterations of the M series chips have given the company what seems to be an enduring advantage, at least for now.īorchers says behind the gains is a thinking on fundamentals. What began with the Apple M1 chips, which pushed performance benchmarks extensively, Apple’s own chips now power the entire iPad line-up, the Apple Watch, even the HomePod. “The thing that’s particularly unique about us making the investment in Apple Silicon, is that it has allowed us to craft products more holistically,” he says in an interview to HT, in which he spoke about how the company sees its prospects in markets like India and the areas that require focus. Bob Borchers, vice president of Apple’s Worldwide Product Marketing division.įor Bob Borchers, the vice president of Apple’s Worldwide Product Marketing division, these chips are the “beating heard of our products” and behind their birth was a journey that began a long time ago. In the nearly three years since, the company’s move appears to have paid off, with many of its products such as the Macbook Air seeing leaps in energy efficiency and processing capacity. In 2020, Apple sent ripples across the tech world when it announced it was bringing in its own microchips for computers, moving away from Intel.
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