Apple Utilizes Amazon's Custom AI Chips

Dec 5, 2024 By David Anderson

Apple has been leveraging Amazon Web Services' (AWS) custom AI chips for its services, such as search functionality, and is now assessing the potential of AWS's latest AI chip for pretraining its models, including Apple Intelligence. This revelation was made at the AWS Reinvent conference, where Benoit Dupin, Apple's senior director of machine learning and AI, highlighted the company's use of AWS. This instance is a rare public acknowledgment by Apple of its reliance on a supplier, showcasing a strong partnership. Dupin emphasized the robustness and global reach of AWS's infrastructure, stating, "We have a strong relationship, and the infrastructure is both reliable and able to serve our customers worldwide."


Apple's presence at Amazon's conference and its adoption of Amazon's chips is a significant vote of confidence in AWS as it competes with Microsoft Azure and Google Cloud for AI investment. Apple also utilizes these other cloud services. Dupin mentioned that AWS has been a part of Apple's operations for over a decade, supporting services like Siri, Apple Maps, and Apple Music. The use of Amazon's Inferentia and Graviton chips has reportedly resulted in a 40% increase in efficiency for search services. Furthermore, Dupin indicated that Apple is considering the use of Amazon's Trainium2 chip for pretraining its proprietary models, suggesting that Amazon's chips are not only cost-effective for AI model inference but also valuable for AI development. The Trainium2 chip, which was announced as generally available for rental on Tuesday, is expected to offer up to a 50% improvement in efficiency during pretraining, according to early evaluations by Apple.


AWS CEO Matt Garman revealed in an interview that Apple has been an early adopter and tester of the Trainium chips. He recounted Apple's approach to AWS, saying, "Apple came to us, and said to us, 'how can you help us with our Generative AI capabilities, we need infrastructure in order to go build,' and they had this vision for building Apple Intelligence." Earlier this year, Apple disclosed in a research paper that it had employed Google Cloud's TPU chips to train its iPhone AI service, known as Apple Intelligence.


The majority of AI training is conducted on expensive Nvidia graphics processors. Cloud providers and startups are in a race to develop alternatives to reduce costs and explore different methods that could lead to more efficient processing. Apple's use of custom chips could serve as an indicator to other companies that there are viable training approaches beyond Nvidia. AWS is also expected to announce new details about offering Nvidia Blackwell-based AI servers for rent.


Apple introduced its first major generative AI product this fall, Apple Intelligence, a suite of services capable of summarizing notifications, rewriting emails, and generating new emojis. The company plans to integrate with OpenAI's ChatGPT later this month and enhance Siri's capabilities to control apps and speak more naturally next year. Unlike leading chatbots like OpenAI's ChatGPT, Apple's AI strategy does not rely on large clusters of Nvidia-based servers in the cloud. Instead, Apple maximizes the processing power of iPhones, iPads, or Macs and then sends complex queries to Apple-operated servers that use its own M-series chips.


Apple's strategic use of AWS's custom AI chips and its exploration of the Trainium2 chip for pretraining models like Apple Intelligence demonstrate the company's commitment to leveraging the most efficient and effective technologies for AI development and deployment. This approach not only optimizes performance but also aligns with Apple's broader goal of creating intelligent services that enhance user experience across its ecosystem of devices and services.


As the competition in the cloud computing market intensifies, Apple's decision to work with AWS and consider its latest AI chip for pretraining highlights the importance of partnerships and innovation in driving advancements in AI. The potential 50% efficiency improvement with the Trainium2 chip could be a game-changer for Apple, allowing it to further refine its AI capabilities and maintain a competitive edge in the rapidly evolving landscape of artificial intelligence.


Apple's engagement with AWS and its interest in the Trainium2 chip also underscore the broader trend of tech giants exploring and investing in custom AI chips. These chips are designed to handle specific tasks more efficiently than general-purpose processors, which can lead to significant performance gains and cost savings. As Apple continues to evaluate and adopt such technologies, it is likely to influence other companies to consider similar strategies, potentially shifting the dynamics of the AI hardware market.


The integration of Apple Intelligence with OpenAI's ChatGPT and the planned enhancements to Siri reflect Apple's ongoing efforts to stay at the forefront of AI innovation. By integrating with leading AI technologies and developing its own proprietary models, Apple is positioning itself to offer more intuitive and powerful AI services to its users. This commitment to AI development is a testament to Apple's vision of creating a seamless and intelligent user experience across all its products and services.


As Apple continues to explore the use of AWS's custom AI chips and evaluates the Trainium2 chip for pretraining, it is clear that the company is dedicated to pushing the boundaries of what is possible with AI. This focus on innovation and efficiency is likely to have a significant impact on the development of AI services and the broader technology landscape, as other companies look to Apple's strategies for inspiration and guidance in their own AI endeavors.



Recommend Posts
Tech

Elon Musk Discloses SEC's 'Settlement Demand' Following Twitter Buyout Investigation

By Samuel Cooper/Dec 16, 2024

Elon Musk, the renowned tech entrepreneur, revealed on social media that the Securities and Exchange Commission (SEC) had presented him with a settlement demand. This disclosure was accompanied by a letter from Musk's legal representative, Alex Spiro of Quinn Emanuel, addressed to SEC Chairman Gary Gensler. The correspondence detailed that the regulatory body had exerted pressure on Musk to accept a settlement agreement, which included a financial penalty, within a 48-hour timeframe or risk facing multiple charges related to "certain transactions and disclosures of Twitter shares." The SEC has been probing potential securities fraud by Musk or his associates in 2022, as the Tesla CEO disposed of shares in his electric vehicle company and increased his stake in Twitter prior to his leveraged acquisition of the platform, now rebranded as X.
Tech

Adobe's Stock Plunges to Its Sharpest Decline in Over Two Years Due to Disappointing Revenue Forecast

By Rebecca Stewart/Dec 16, 2024

On February 20, 2024, Adobe's Chief Executive Officer, Shantanu Narayen, addressed the media during an interview at the New York Stock Exchange. However, the following day brought a significant challenge for Adobe's investors as the company's stock price plummeted by 14%, marking its most substantial decline since September 2022. This downturn was triggered by Adobe's release of underwhelming revenue projections.
Tech

Elon Musk Sought For-Profit Structure for OpenAI in 2017, Emails Reveal

By Jessica Lee/Dec 16, 2024

On Friday, OpenAI responded to its co-founder Elon Musk's legal challenge, which sought to halt the company's transition to a fully for-profit entity. In a detailed blog post titled "Elon Musk's For-Profit Vision for OpenAI," the company claimed that Musk had not only desired but actively established a for-profit structure for OpenAI back in 2017. The post stated, "When he failed to secure majority equity and complete control, he abandoned the project, predicting our failure." It continued, "Now, with OpenAI leading the field in AI research and Musk at the helm of a competing AI firm, he is attempting to use the courts to impede our progress in fulfilling our mission."
Tech

Why the U.S. Government is Encouraging All Citizens to Use End-to-End Encrypted Messaging

By Megan Clark/Dec 16, 2024

Before hitting send on your next text, consider the security of your message. It's advisable to opt for end-to-end encryption to enhance privacy. Many people rely on messaging services from tech giants like Apple, Alphabet, and Meta Platforms, which include iMessage, Google Messages, WhatsApp, and SMS. However, the level of security provided by these services can vary significantly. The U.S. government has raised concerns following a recent massive cyberattack on the country's largest telecommunications companies. In the previous month, the Cybersecurity and Infrastructure Security Agency (CISA) and the Federal Bureau of Investigation (FBI) exposed a cyber campaign by Chinese-linked hackers, known as Salt Typhoon, which targeted AT&T, Verizon, and others, marking one of the most extensive hacks of U.S. infrastructure in history. Following this revelation, CISA, the National Security Agency, the FBI, and international partners released a joint guide to assist Americans in protecting their digital communications. One key recommendation is the adoption of end-to-end encryption, a technique that bolsters the security of messages.
Tech

Amazon Plans to Donate $1 Million to President-Elect Donald Trump's Inauguration

By Noah Bell/Dec 16, 2024

In the grand theater of American politics, where fortunes and friendships can turn on a dime, a new act unfolds with Amazon's announcement to contribute $1 million towards the inauguration of President-elect Donald Trump. The company's founder, Jeff Bezos, is expected to engage in a personal meeting with Trump, part of a broader effort by tech industry leaders to establish stronger ties with the incoming administration. This financial support, split between a cash donation and an in-kind contribution through live streaming the inauguration on Amazon Video, marks a significant thaw in relations after years of public sparring.
Tech

Meta Donates $1 Million to Trump's Inaugural Fund in Latest Step to Mend Relationship

By Lily Simpson/Dec 16, 2024

In the intricate dance of power and influence in American politics, a new chapter unfolds with Meta's substantial contribution of $1 million to the inaugural fund of President-elect Donald Trump. This development, confirmed by the company, follows a private meeting between Meta's CEO, Mark Zuckerberg, and Trump at the Mar-a-Lago estate, as reported by The Wall Street Journal . It signifies a remarkable shift in the relationship between the tech giant and the incoming administration.
Tech

DeepMind COO Lila Ibrahim on the Responsibility of Constructing AI

By Ryan Martin/Dec 16, 2024

Lila Ibrahim's initial passion may come as a surprise to some, especially considering her role as the inaugural COO of Google DeepMind. Contrary to expectations, her love does not lie with computers, artificial intelligence, or even coding. Instead, Ibrahim's first love is engineering, a field she believes has been instrumental in her success in a domain dominated by computing. "My journey into engineering was driven by the allure of a discipline that melds mathematics, creativity, and scientific inquiry," Ibrahim shared with Anna Stewart in a recent conversation at Google DeepMind's London headquarters. "Throughout my career, I've relished the opportunity to collaborate with others. The engineering profession has instilled in me the importance of questioning—what, why, and what are our goals? Understanding a problem thoroughly is the key to identifying the most appropriate solution, rather than indiscriminately applying solutions to an ill-defined issue."
Tech

Sony hasn't been this popular since the Walkman era

By Daniel Scott/Dec 16, 2024

Sony, the 78-year-old conglomerate that revolutionized the Walkman and PlayStation, has seen its stock market value soar to levels not witnessed since the Clinton presidency and the imminent launch of the PlayStation 2. Over the past two and a half decades, Sony has faced significant challenges as a trailblazer in consumer electronics. Despite the profitability of the PlayStation franchise, the company has grappled with rising production costs and waning demand for other electronics, while also missing out on the mobile phone revolution. However, with the emergence of streaming services, Sony is pivoting from a traditional electronics manufacturer to a content and entertainment powerhouse. This strategic shift has paid off, as Sony's stock has recently achieved record highs not seen since March 2000, reflecting investor confidence in the company's ability to diversify its gaming portfolio and expand into entertainment. According to Damian Thong, a research equity analyst at Macquarie, "If you look back 30 years, Sony was primarily an electronics company, renowned for its hardware sales. Today, however, the majority of its profits stem from entertainment sectors, including gaming, music, and TV and film production." Sony Group, the third most valuable company in Japan by market capitalization, has managed to reinvent itself by innovating in gaming beyond traditional consoles and through strategic acquisitions to bolster its intellectual property (IP) portfolio. Joost van Dreunen, an adjunct assistant professor at NYU Stern who specializes in the video game industry, notes that Sony's acquisitions of Crunchyroll, an anime giant, in 2021 and Bungie, an American video game developer, for $3.6 billion in 2022, are part of this transformation. Beyond Sony Interactive Entertainment, the creator of the PlayStation, the Sony Group also encompasses Sony Pictures, known for producing the Spider-Man film series, and Sony Music, which includes Columbia Records. Sony is striving to create synergies across its subsidiaries to produce original entertainment content for consumers, as van Dreunen explains. This strategy was evident at the 75th Emmy Awards, where the TV series "The Last of Us" garnered eight primetime awards, marking the first time a TV show adapted from a video game received significant recognition at a Hollywood awards show. Sony initially published "The Last of Us" as a video game in 2013 before it was adapted into a TV series that premiered on HBO and Max in 2023. Lacking its own streaming platform, Sony is licensing its IP and original content to compete with streaming titans such as Netflix, Disney, and Amazon. Robert Lawson, the chief communications officer for Sony Group, stated that since acquiring EMI publishing in 2018, making Sony Music the world's largest music publisher, the company has invested approximately 1.5 trillion yen into content IP across various entertainment sectors. Lawson highlighted the company's focus on "new collaborations between Sony sister companies," with a particular emphasis on the anime genre. In the fiscal year ending in March, Sony's entertainment division, which includes music, films, and games, accounted for 60% of total revenue, doubling from 30% a decade prior. This strategic emphasis on entertainment represents a departure from Sony's origins as Tokyo Telecommunications Engineering Corporation, founded in 1946 by Akio Morita and Masaru Ibuka, which released Japan's first magnetic tape recorder in 1950 and later became Sony Corporation in 1958. Sony established its presence in the U.S. in the 1960s and over the next three decades became a household name in consumer electronics, producing iconic products such as the Trinitron color TV, the Walkman cassette player, and the world's first CD player. Sony's involvement with music dates back to the 1960s, with a joint venture with CBS that evolved into Sony Music Entertainment in 1991. However, it was the 1990s that marked a high point for Sony as it entered the gaming console market with the release of the PlayStation in 1994, disrupting the arcade and gaming industry. Since then, Sony has been a dominant force in video game consoles, with the PlayStation 5 outselling competitors like Microsoft's Xbox Series X and Nintendo's Switch, according to Ampere Analysis. Van Dreunen suggests that Sony is exploring new avenues in gaming beyond consoles, seeking new audiences and distribution methods. "We're currently in a softer period for gaming, which raises the stakes for companies to innovate and grow," he said. Thong notes that Sony has been successful as a profitable platform for third-party publishers to sell video games. Sony has diversified its gaming strategy, including the release of "Helldivers 2" across PlayStation 5 and PC, which sold over 12 million copies within three months of its release, according to Anna Kerr, a research manager for games at Ampere Analytics. In November, Sony reported a 69% increase in net quarterly profit, partly driven by its gaming segment. The company has experienced consistently strong financial quarters this year, fueled by the profitability of its games. Sony is also in discussions to acquire Kadokawa, a Japanese video game powerhouse known for producing the popular game "Elden Ring." Despite some setbacks, such as the underwhelming reception of the "Concord" video game and the latest Spider-Man film, these are seen as trial and error efforts and manageable costs for a company that has allocated 1.8 trillion yen ($11 billion) for acquisitions and stock buybacks through March 2027. At Sony's annual investor conference in May, Chief Executive Kenichiro Yoshida emphasized the company's embrace of a "creative entertainment vision." Sony's transition to an entertainment company was not guaranteed, with Thong acknowledging the company's "substantial pain" over the years. However, van Dreunen points out that Sony has seized opportunities to bring more of its IP to the big screen, as evidenced by the success of "The Last of Us" and the film adaptation of "Uncharted," a video game franchise first published by Sony in 2007. Sony also plans to adapt the "God of War" video game franchise, first published in 2005, into a film next year. While Sony remains in the electronics business, particularly with its image sensors used by companies like Apple and its high-end cameras, it has moved away from being a mass consumer electronics company. By 2025, Sony intends to spin off its online banking and insurance units, further focusing on its entertainment offerings. Sony's stock has risen almost 18% in the past month, outperforming entertainment giants like Disney and Netflix, and has been boosted by investor interest in the Nasdaq, which recently crossed the 20,000 mark for the first time.
Tech

Curious About What's Flying Above? There's an App for That

By Noah Bell/Dec 16, 2024

Residents of New Jersey have been expressing alarm over recent nighttime sightings of what they claim to be "enormous drones" soaring through the skies. While local authorities have dismissed some of these observations as ordinary commercial flights, there are several applications available that could help dispel such uncertainties. Tools such as Flightradar24, Plane Finder, and FlightAware offer real-time tracking capabilities, allowing users to monitor the aircraft in their vicinity, including a myriad of commercial and private flights as well as helicopters that may be airborne at any given moment. In certain instances, these apps are also capable of identifying unmanned aerial vehicles, like commercial drones that broadcast their positions using the same technology as airplanes.
Tech

Mysterious Aircraft Over New Jersey: The Purpose of Large Drones

By Emma Thompson/Dec 16, 2024

New Jersey has recently been abuzz with reports of large drones, akin to small cars in size, soaring through the night skies. Locals have been left puzzled and intrigued by these mysterious aerial visitors, with officials struggling to determine whether these sightings are indeed drones or perhaps a case of misidentification with regular aircraft. Regardless of the nature of the New Jersey phenomena, it is undeniable that large drones are a reality and possess a vast array of potential uses for enthusiasts, commercial entities, and military applications, as explained by unmanned aerial vehicle specialists. Ryan Wallace, an associate professor of aeronautical engineering at Embry-Riddle Aeronautical University, emphasized the expansive utility of these devices, stating, "The applications are nearly boundless."
Tech

Google Claims Breakthrough in Quantum Computing with New Chip

By Amanda Phillips/Dec 11, 2024

On Monday, Google announced a significant breakthrough in the field of quantum computing with the unveiling of a new chip that has the potential to revolutionize computing speeds. This new generation chip has managed to solve a complex computational problem in a mere five minutes, a task that would take a traditional computer an unfathomable amount of time, longer than the age of the universe itself. Alongside other tech titans such as Microsoft and IBM, Google is actively pursuing quantum computing technology due to its promise of unprecedented processing speeds that far surpass those of current systems.
Tech

Microsoft faces £1 billion UK lawsuit for allegedly overcharging rival cloud firms' customers

By Ryan Martin/Dec 5, 2024

A legal action has been initiated against Microsoft, with accusations of unfair pricing practices that have allegedly led to overcharging customers of competing cloud service providers, seeking damages exceeding £1 billion ($1.27 billion). The case contends that users of Amazon Web Services (AWS), Google Cloud Platform, or Alibaba Cloud — all significant rivals to Microsoft's Azure cloud service — are compelled to pay higher fees for licensing Microsoft's cloud-based Windows Server software when utilizing these competitors' platforms.
Tech

Bitcoin Surpasses $100,000 Mark as Colossal 2024 Surge Hits New Peaks

By George Bailey/Dec 5, 2024

For the first time in history, the value of Bitcoin has surpassed the significant milestone of $100,000, reaching new heights on a late Wednesday evening. The leading digital currency has since seen its value surge by over 7%, with Coin Metrics reporting a peak of $103,134.31, and earlier hitting an all-time high of $103,844.05. In 2024 alone, Bitcoin has appreciated by more than 140%, and since the recent election, it has gained 48% in value.
Tech

Asian Chip Stocks Largely Climb, Ignoring New US Semiconductor Export Restrictions on China

By William Miller/Dec 5, 2024

On Tuesday, a wave of optimism swept across major Asian semiconductor stocks, defying the latest U.S. restrictions on semiconductor exports designed to hinder China's ability to manufacture specific high-end chips. The world's leading contract chip supplier, Taiwan Semiconductor Manufacturing Company (TSMC), experienced a 2.4% increase in its stock prices. This positive trend was mirrored in several Japanese chip-related companies, with Tokyo Electron's shares surging by 4.7%, Lasertec's climbing by 6.7%, Advantest's gaining 3.9%, and Renesas Electron's advancing by 2.2%. Softbank, a Japanese technology conglomerate with a stake in the British chip designer Arm, also saw its shares rise by 3.6%.
Tech

Apple Utilizes Amazon's Custom AI Chips

By David Anderson/Dec 5, 2024

Apple has been leveraging Amazon Web Services' (AWS) custom AI chips for its services, such as search functionality, and is now assessing the potential of AWS's latest AI chip for pretraining its models, including Apple Intelligence. This revelation was made at the AWS Reinvent conference, where Benoit Dupin, Apple's senior director of machine learning and AI, highlighted the company's use of AWS. This instance is a rare public acknowledgment by Apple of its reliance on a supplier, showcasing a strong partnership. Dupin emphasized the robustness and global reach of AWS's infrastructure, stating, "We have a strong relationship, and the infrastructure is both reliable and able to serve our customers worldwide."
Tech

Intel's Stock Dips as Gelsinger's Departure Leaves the Chipmaker without a 'Quick Fix'

By Michael Brown/Dec 5, 2024

Intel's stock price plummeted by 6% on Tuesday, following the announcement of the departure of CEO Pat Gelsinger, whose leadership was overshadowed by a significant loss in market share and a substantial shortfall in artificial intelligence advancements. The company's shares experienced their most challenging day since September and have seen a value erosion of over 50% throughout the year. Intel disclosed on Monday that CFO David Zinsner and Intel Products CEO MJ Holthaus would temporarily share the CEO responsibilities, as the board and a dedicated search committee actively seek a permanent replacement for Gelsinger. Additionally, long-standing board member Frank Yeary has been appointed as the interim executive chair.
Tech

Intel Explores External CEO Candidates, Engages Headhunters, According to Sources

By Laura Wilson/Dec 5, 2024

Intel, the renowned semiconductor company, is reportedly in the process of seeking a new CEO following the departure of Pat Gelsinger. According to insiders who have chosen to remain unnamed due to the sensitive nature of the discussions, Intel has engaged the services of Spencer Stuart, a leading executive search firm, to assist in identifying potential candidates for the top position. This move indicates a significant shift in Intel's approach, as the company has traditionally promoted from within its ranks.
Tech

Peter Thiel's Founders Fund Sees First Partner Transition to Emeritus Role

By Noah Bell/Dec 5, 2024

On April 13, 2024, entrepreneur Brian Singerman, a key figure in Peter Thiel's Founders Fund, announced his departure from his position as a general partner. Singerman, who had been with the firm for 17 years and ascended to partner status after four years, revealed his decision in a post on X, stating that he would transition to the role of partner emeritus while continuing to contribute as an "investor and strategic advisor." His tenure at Founders Fund is marked by his instrumental role in backing ventures such as Elon Musk's SpaceX and defense technology firms like Anduril.
Tech

Okta's Stock Soars 18% After Surpassing Earnings Expectations and Issuing Robust Guidance

By Michael Brown/Dec 5, 2024

Okta Inc., a leading identity management firm, witnessed a remarkable surge of over 18% in its stock prices during after-hours trading on Tuesday, following the release of its third-quarter financial results. These results not only exceeded Wall Street's expectations but also provided an optimistic outlook for the future.
Tech

Spotify Wrapped 2024: Top Artists and Tracks Unveiled

By Rebecca Stewart/Dec 5, 2024

On April 19, 2024, a photograph captured in Paris showcased a smartphone screen displaying Taylor Swift's latest album, "The Tortured Poets Department," on Spotify. The acclaimed pop icon, Taylor Swift, unveiled her much-anticipated 11th studio album, "The Tortured Poets Department," on the same day, continuing her successful year with a bang. Spotify Wrapped 2024 has been released, offering millions of users insights into their most-listened-to tracks and artists throughout the year. This annual feature allows users to gauge their music preferences against those of fans globally and has begun to reach all users on the streaming service.