Apple Executive Johny Srouji Profiled About iPhone and iPad Chip Development

Bloomberg Businessweek has published an in-depth profile of Apple senior vice president Johny Srouji that reveals how the iPad Pro was originally planned for a spring 2015 launch with the same A8X chip powering the iPad Air 2. The 12.9-inch tablet was running behind schedule, however, and Apple ultimately decided to delay announcing the device until late 2015 at its annual iPhone event.

johny-srouji-2000x1200
Apple realized the 12.9-inch tablet would seem lacking alongside the A9-based iPhone 6s, so Srouji and his team were challenged to fast-track development of the A9X chip by half a year. The chip was ultimately finished on time, and Srouji was rewarded with a promotion to Apple's executive team as Senior Vice President of Hardware Technologies and 90,000 RSUs in December.

Apple-designed chipsets allow the company to deeply integrate hardware and software on iPhones and iPads, but Srouji admitted that silicon development is not easy.

If there’s a bug in software, you simply release a corrected version. It’s different with hardware. “You get one transistor wrong, it’s done, game over,” Srouji says. “Each one of those transistors has to work. Silicon is very unforgiving.” Among computer and smartphone makers, industry practice is to leave the processors to specialists such as Intel, Qualcomm, or Samsung, which sink billions into getting the chips right and making them inexpensively.

Apple did not always develop its own chips, as the profile explains. The original iPhone, for example, used components from different vendors, including a Samsung chip used in DVD players.

“Steve came to the conclusion that the only way for Apple to really differentiate and deliver something truly unique and truly great, you have to own your own silicon,” Srouji says. “You have to control and own it.”

The feature-length interview provides detailed background on Srouji, from his beginnings in Israel to his current years at Apple. It also corroborates rumors that Apple will launch a new A9-based 4-inch iPhone and A9X-based iPad Air 3 at its March 15 event.

Top Rated Comments

Dilster3k Avatar
87 months ago
Apple's work these last few years in this department has truly been extraordinary. With the A4, A7 & A9 being real stand-outs.
Score: 14 Votes (Like | Disagree)
jonnyb Avatar
87 months ago
We would love to see how Apple handles quad core chip if at all they release such type of SOC in future. I am getting bored of dual cores.
I got bored of razors with only two blades in them, so now I buy razors with seven blades in them.
Score: 10 Votes (Like | Disagree)
xxmrcxx Avatar
87 months ago
I'm surprised Apple's budget requires them to buy shelving from Target ('http://www.target.com/p/adjustable-5-tier-wire-shelving-unit-black-room-essentials/-/A-13892293?ci_src=17588969&ci_sku=13892293&ref=tgt_adv_XS000000&AFID=google_pla_df&CPNG=PLA_Storage%2BOrganization%2BShopping&adgroup=SC_Storage%2BOrganization&LID=700000001170770pgs&network=g&device=c&location=9021612&gclid=CIH5uPrGgcsCFQ-raQod-F8GIA&gclsrc=aw.ds'). Maybe still SOP from Ron. Anyone have any insight as to what are on the shelves? Just open-air servers?
Just because you have a massive budget doesn't mean you need to use all of it. Why spend an extra $50 on each shelf when the $40 shelf meets all your needs. The savings is extra money you can invest somewhere else.
Score: 9 Votes (Like | Disagree)
MacFan1957 Avatar
87 months ago
so Srouji and his team were challenged to fast-track development of the A9X chip by half a year.
Imagine being tasked with something this hard, almost impossible and yet they did it. Hard not to admire the balls of Apple to ask for it and the even bigger balls of Srouji to say it could be done and then doing it! I'm glad he was rewarded, so many make millions just by turning up, this guy clearly does much more than that!
Score: 8 Votes (Like | Disagree)
djcerla Avatar
87 months ago
Apple: "Next, beat the core i7, deadline two months"

Srouji: "We'll do it in one"
Score: 8 Votes (Like | Disagree)
yaxomoxay Avatar
87 months ago
“Steve came to the conclusion that the only way for Apple to really differentiate and deliver something truly unique and truly great, you have to own your own silicon,” Srouji says. “You have to control and own it"
mmm... a hint that we're getting rid of Intel chips on Macs?
Score: 6 Votes (Like | Disagree)

Popular Stories

ipad pro m1 feature

Gurman: Apple Event This October Remains Unlikely, No Touch ID for iPhone 15

Sunday October 2, 2022 6:41 am PDT by
Apple is developing new iPad Pro, Mac, and Apple TV models, and at least some of these products will be released in October, according to Bloomberg's Mark Gurman. However, Gurman continues to believe that Apple is unlikely to hold an event this month. In the latest edition of his Power On newsletter, Gurman said "the big iPhone 14 unveiling last month was probably it for Apple in 2022 in...
maxresdefault

Apple Responds to Video Testing Crash Detection Feature With Junkyard Vehicles

Friday September 30, 2022 9:11 am PDT by
The Wall Street Journal's Joanna Stern recently traveled to Michigan to test Apple's new crash detection feature on the iPhone 14 and Apple Watch Ultra. In response, Apple provided some additional information about how the feature works. Stern recruited Michael Barabe to crash his demolition derby car with a heavy-duty steel frame into two unoccupied vehicles parked in a junkyard — a 2003...
Hero0005

Best Apple Deals of the Week: M2 MacBook Air Hits New All-Time Low Price at $1,049, Plus Sales on AirPods Pro and More

Friday September 30, 2022 9:05 am PDT by
This week's best Apple deals focus on the AirPods Pro, AirPods Pro 2, and M2 MacBook Air, including numerous all-time low prices on these devices. You'll also find up to 50 percent off discounts on Anker and Eufy accessories on Amazon. Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make a purchase, we may receive a small payment, which helps us...
Apple SIM Card

Apple SIM No Longer Available for Activating New Cellular Data Plans on iPads

Sunday October 2, 2022 8:04 am PDT by
As of October 1, Apple SIM is no longer available for activating new cellular data plans on supported iPad models, according to an Apple support document. Introduced in 2014, the Apple SIM was designed to allow iPad users to activate cellular data plans from multiple carriers around the world. Initially, the Apple SIM was a physical nano-SIM card, but it was embedded inside later iPad Pro...
iphone 14 pro max vs 13 max 2

Camera Comparison: iPhone 14 Pro Max vs. iPhone 13 Pro Max

Thursday September 29, 2022 7:44 am PDT by
The iPhone 14 Pro and Pro Max introduce some major improvements in camera technology, adding a 48-megapixel lens and low-light improvements across all lenses with the new Photonic Engine. We've spent the last week working on an in-depth comparison that pits the new iPhone 14 Pro Max against the prior-generation iPhone 13 Pro Max to see just how much better the iPhone 14 Pro Max can be. Subscrib ...
iOS 16 Wallpaper Spectrum Feature

Five Wallpaper Apps to Check Out for iOS 16's New Lock Screen Depth Effect

Thursday September 29, 2022 9:08 am PDT by
One of the biggest new features in iOS 16 is a completely redesigned iPhone Lock Screen. The new Lock Screen is entirely customizable, letting you change the colors and fonts, add widgets and new wallpapers, and more to make your iPhone uniquely yours. Of course, even before iOS 16, you could customize your Lock Screen with a wallpaper of your choice. iOS 16 takes the Lock Screen wallpaper...
top stories 1oct2022

Top Stories: Stage Manager Expands to Older iPad Pro Models, No October Apple Event?

Saturday October 1, 2022 6:00 am PDT by
While we had been expecting a follow-up October Apple event focused on Mac and iPad announcements, it sounds like we might not be getting another event after all. Instead, the pending updates in those product segments could be considered minor enough that they may be announced via press releases. It wasn't all bad news, however, with Apple announcing that it will be expanding an on-device...
iOS 16

Apple Preparing iOS 16.0.3 With More Bug Fixes Following iPhone 14 Launch

Monday October 3, 2022 7:53 am PDT by
iOS 16.0.2 was released last month with several bug fixes for iPhone 14 issues, excessive copy and paste permission prompts, and more. Now, evidence suggests that Apple is planning to release iOS 16.0.3 with additional bug fixes. Evidence of an upcoming iOS 16.0.3 software update has shown up in MacRumors analytics logs, which have been a reliable indicator in the past. There are several...
dynamic island alan dye

Apple Executives Talk About iPhone 14 Pro's Dynamic Island in New Interview

Sunday October 2, 2022 10:48 am PDT by
In a new interview, Apple's senior vice president of software engineering, Craig Federighi, and Apple's vice president of human interface design, Alan Dye, sat down to discuss the thinking behind the iPhone 14 Pro's Dynamic Island and how it was developed. During the interview with the Japanese magazine Axis, Federighi, who oversees the development of iOS, said Dynamic Island represents the...