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This article is based on an article from the Japanese edition of Engadget and was created using the translation tool Deepl.


As the high performance of the new Macs with the proprietary Apple Silicon M1 chip is the talk of the town, three Apple executives discuss various aspects of the chip.

Interviewed by renowned journalist Om Malik, the three were Greg Joswiak, senior vice president of Worldwide Marketing; Johny Srouji, senior vice president of Hardware Technologies; and Craig Federighi, senior vice president of Software Engineering.


First of all, Joswiak said that Apple Silicon completes the vision of Steve Jobs, one of the founders of Apple, "to make the whole widget" of its devices.

“We’ve been making the whole widget for all of our products, from the iPhone, to the iPads, to the watch. This was the final element to making the whole widget on the Mac,” Joswiak said.

When asked how Apple views technical specifications of Apple Silicon, Srouji said, “It’s not about the gigahertz and megahertz, but about what the customers are getting out of it.” He went on to explain that specs numbers can't show how Apple Silicon can be "perfectly fit for the product and how the software will use it."

Furthermore, Federighi commented, "The specs that are typically bandied about in the industry have stopped being a good predictor of actual task-level performance for a long time." The specs don't tell you the performance video professionals want, for example, "How many streams of 4k or 8k video can you process simultaneously while performing certain effects?"


Srouji then pointed out that Apple is in a unique position to make hardware and software "symbiotically" work together to achieve better results in total.

"We're developing a custom silicon that is perfectly fit for the product and how the software will use it. When we design our chips, which are like three or four years ahead of time, Craig and I are sitting in the same room defining what we want to deliver, and then we work hand in hand. You cannot do this as an Intel or AMD or anyone else," he said of his company's advantage.

With those words, Federighi elaborated on how tight integration of hardware and software can improve some of the physical limitations within the hardware and solve certain problems.

"It is difficult to put more transistors on a piece of silicon. It starts to be more important to integrate more of those components closely together and to build purpose-built silicon to solve the specific problems for a system. Being in a position for us to define together the right chip to build the computer we want to build and then build that exact chip at scale is a profound thing," he said.


And just as no one cares about the clock speed of the chip inside an iPhone, Srouji predicts the same will be true for the new Macs of the future. Rather, it will all be about how “many tasks you can finish on a single battery life,” for example.

Federighi also assured that for customers who do not yet have an Apple Silicon-powered Mac appropriate for their purposes, "their day will come." In the meantime, he is confident that the current M1 Macs are, "in every way I can consider, superior to the ones they've replaced."


Apple's silicon-powered Macs are proving to be better than most expected, while the performance of the three new models has been verified to be "about the same," according to the report. The words of Federighi and his colleagues may suggest that the company recognizes that differentiation is still in its infancy for the current M1-chip Macs, and is preparing variations for a wider range of uses in the future.

Source: Om Malik

Via: MacRumors


This article is based on an article from the Japanese edition of Engadget and was created using the translation tool Deepl. The Japanese edition of Engadget does not guarantee the accuracy or reliability of this article.