Apple’s in-house chip play has a big AI payoff in the future

Apple’s decision to design its own chips has helped it exert more control over the capabilities of the iPhone 17 lineup. It will also help further its AI ambitions.

A19 Pro – Image Credit: Apple

Apple may be one of the leading companies in the smartphone market, but its AI strategy in the form of Apple Intelligence hasn’t quite lived up to its promises. However, with Apple’s latest iPhone launches, it’s placing itself in a better position for AI growth, thanks to its increased control over the device.

In an interview with CNBC published on Sunday, Apple VP of platform architecture Tim Millet and Arun Mathias, VP of wireless software technologies and ecosystems, talked about Apple’s new chips in the iPhone 17 generation.

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