Google’s ambitions in home processor production are confirmed. In June, the firm has debauched Manu Gulati at Apple who participated in the development of apple Ax chips. Before his eight years at Apple, he had worked at other chip specialists: Broadcom and AMD.
Today, according to The Information, the giant has debauched another Apple executive: John Bruno, so far “computer systems architect.” The man had been working at Apple since 2012 after moving to AMD for CPU and GPU development.
It seems clear that Google wants to develop its own high-end SoC platform that includes processor, GPU and modem chip to equip its range of Pixel home terminals. It’s about being able to better integrate hardware and software and no longer depend on a supplier.
This approach called “verticalization” concerns more and more manufacturers of smartphones: Apple, Samsung, Huawei including the first three global vendors of terminals. In 2015, these home processors equipped 100% of the first, 32.5% of the second and 64% of the third.
Bad news for Qualcomm. “In order to prevent verticalization from becoming major mobile processor manufacturers like Qualcomm, MediaTek and Intel will have to push their differentiation so that their chips can not compete,” comments ABI.
“To do this, mobile processor vendors will have to push innovative features, such as artificial intelligence, immersive graphics (…), into their processors while offering these features at very competitive prices.”