Apple Executives Discuss How Apple Silicon Achieves Steve Jobs' Goal of 'Making the Whole Widget'

In a new interview with Om Malik, Apple's software engineering chief Craig Federighi, marketing chief Greg Joswiak, and chipmaking chief Johny Srouji discussed the motivations behind Apple Silicon, how Apple is able to differentiate itself from its competitors, and why chip specifications are becoming irrelevant.

new m1 chip

Joswiak explained that ‌Apple Silicon‌ represents the completion of Steve Jobs' vision to make "the whole widget" for the Mac:

Steve used to say that we make the whole widget. 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.

When asked about how Apple views the technical specifications of its custom silicon, Srouji remarked, "It's not about the gigahertz and megahertz, but about what the customers are getting out of it." He went on to explain that specifications cannot represent how custom silicon can be "perfectly fit for the product and how the software will use it."

Federighi concurred, offering an example of how specifications cannot always indicate real-world performance:

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. Architecturally, how many streams of 4k or 8k video can you process simultaneously while performing certain effects? That is the question video professionals want an answer to. No spec on the chip is going to answer that question for them.

Srouji pointed out how Apple is in a unique position to engineer hardware and software symbiotically for a better overall result:

I believe the Apple model is unique and the best model. 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.

Federighi then elaborated on how close hardware and software integration can remedy some of the inherent physical limitations of hardware and resolve specific 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.

As Srouji sees it, just as the clock speed of the chip inside an iPhone is unimportant, the same will be true for the Macs of the future. Instead, it will all be about "how many tasks you can finish on a single battery life," for example.

Federighi assured that for customers who do not yet have an Apple Silicon-powered Mac appropriate for their purposes, "their day will come. But for now, the systems we're building are, in every way I can consider, superior to the ones they've replaced."

See the full interview for more information.

Popular Stories

iPhone 17 Pro Lower Logo Feature 1

iPhone 17 Pro Coming Soon With These 14 New Features

Monday June 30, 2025 1:08 pm PDT by
Apple's next-generation iPhone 17 Pro and iPhone 17 Pro Max are less than three months away, and there are plenty of rumors about the devices. Apple is expected to launch the iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max in September this year. Below, we recap key changes rumored for the iPhone 17 Pro models:Aluminum frame: iPhone 17 Pro models are rumored to have an...
Apple Watch Ultra Night Mode Screen

Apple Watch Ultra 3 Launching Later This Year With Two Key Upgrades

Wednesday July 2, 2025 1:13 pm PDT by
The long wait for an Apple Watch Ultra 3 appears to be nearly over, and it is rumored to feature both satellite connectivity and 5G support. Apple Watch Ultra's existing Night Mode In his latest Power On newsletter, Bloomberg's Mark Gurman said that the Apple Watch Ultra 3 is on track to launch this year with "significant" new features, including satellite connectivity, which would let you...
iPhone 17 Pro Lower Logo Magsafe

iPhone 17 Pro's New MagSafe Design Revealed in Leaked Photo

Wednesday July 2, 2025 8:37 am PDT by
The upcoming iPhone 17 Pro and iPhone 17 Pro Max are rumored to have a slightly different MagSafe magnet layout compared to existing iPhone models, and a leaked photo has offered a closer look at the supposed new design. The leaker Majin Bu today shared a photo of alleged MagSafe magnet arrays for third-party iPhone 17 Pro cases. On existing iPhone models with MagSafe, the magnets form a...
A18 Pro Chip

New MacBook With A18 Pro Chip Spotted in Apple Code

Monday June 30, 2025 8:05 am PDT by
Apple is developing a MacBook with the A18 Pro chip, according to findings in backend code uncovered by MacRumors. Earlier today, Apple analyst Ming-Chi Kuo reported that Apple is planning to launch a low-cost MacBook powered by an iPhone chip. The machine is expected to feature a 13-inch display, the A18 Pro chip, and color options that include silver, blue, pink, and yellow. MacRumors...
macbook air spacegray purple

Apple Planning to Launch Low-Cost MacBook Powered By iPhone Chip

Monday June 30, 2025 3:20 am PDT by
Apple is planning to launch a low-cost MacBook powered by an iPhone chip, according to Apple analyst Ming-Chi Kuo. In an article published on X, Kuo explained that the device will feature a 13-inch display and the A18 Pro chip, making it the first Mac powered by an iPhone chip. The A18 Pro chip debuted in the iPhone 16 Pro last year. To date, all Apple silicon Macs have contained M-series...
Wi Fi WiFi General Feature

iOS 26 Adds a Useful New Wi-Fi Feature to Your iPhone

Wednesday July 2, 2025 6:36 am PDT by
iOS 26 and iPadOS 26 add a smaller yet useful Wi-Fi feature to iPhones and iPads. As spotted by Creative Strategies analyst Max Weinbach, sign-in details for captive Wi-Fi networks are now synced across iPhones and iPads running iOS 26 and iPadOS 26. For example, while Weinbach was staying at a Hilton hotel, his iPhone prompted him to fill in Wi-Fi details from his iPad that was already...
iOS 18

Apple Releases Second iOS 18.6 Public Beta

Tuesday July 1, 2025 10:19 am PDT by
Apple today seeded the second betas of upcoming iOS 18.6 and iPadOS 18.6 updates to public beta testers, with the betas coming just a day after Apple provided the betas to developers. Apple has also released a second beta of macOS Sequoia 15.6. Testers who have signed up for beta updates through Apple's beta site can download iOS 18.6 and iPadOS 18.6 from the Settings app on a compatible...
maxresdefault

Five Features Coming to AirPods Pro 3

Friday June 27, 2025 10:52 am PDT by
Apple hasn't updated the AirPods Pro since 2022, and the earbuds are due for a refresh. We're counting on a new model this year, and we've seen several hints of new AirPods tucked away in Apple's code. Rumors suggest that Apple has some exciting new features planned that will make it worthwhile to upgrade to the latest model. Subscribe to the MacRumors YouTube channel for more videos. Heal...
replay all time playlist apple music

Apple Music Debuts All-New Personalized Playlist

Monday June 30, 2025 7:16 am PDT by
As part of its 10-year celebrations of Apple Music, Apple today released an all-new personalized playlist that collates your entire listening history. The playlist, called "Replay All Time," expands on Apple Music's existing Replay features. Previously, users could only see their top songs for each individual calendar year that they've been subscribed to Apple Music, but now, Replay All...

Top Rated Comments

MacFather Avatar
60 months ago
It all started here...

Score: 49 Votes (Like | Disagree)
coredev Avatar
60 months ago

What a bunch of bull. Apple is increasing removing the differentiators and making, at least, the macOS line nothing more than a much marketed, hobbled PC. Removed MagSafe. Removed lighted Apple logo from laptops. Removed enough ports so that it cannot connect to any standard hardware. Removed reliability. Removed software flexibility. Etc.
What a negative view on things. I can't believe some people aren't still over the whole ports thing. USB-C is the future, it's used for a lot of "standard hardware" now, so what's your point?
Score: 21 Votes (Like | Disagree)
GLS Avatar
60 months ago

What a bunch of bull. Apple is increasing removing the differentiators and making, at least, the macOS line nothing more than a much marketed, hobbled PC. Removed MagSafe. Removed lighted Apple logo from laptops. Removed enough ports so that it cannot connect to any standard hardware. Removed reliability. Removed software flexibility. Etc.

Apple has become the Microsoft of the 90s in both hardware and software.
It's pretty simple. Spend your money elsewhere.

The rest of the world is going to move on.
Score: 18 Votes (Like | Disagree)
magbarn Avatar
60 months ago
Playing around my son's M1 MBA has me blown away. MUCH MUCH more responsive and much cooler than my wife's 2020 i5 MBA while getting superior battery life with an integrated GPU that is actually good.

I haven't been blown away in a CPU performance leap like this since Core2Duo that killed pretty much everything in the market 14 or so years ago.

Yes, AMD is close, but consuming 5X the power to get there.

I'm definitely a believer. I'm pretty sure Apple is going to wow us again with the higher end M1 variants with decent I/O and even better GPU.
Score: 14 Votes (Like | Disagree)
adamw Avatar
60 months ago
Great thoughtful interview. It really explains much of Apple's philosophy.
Score: 13 Votes (Like | Disagree)
justiny Avatar
60 months ago
The thought of upgrading my MBP 16” in two or three years to a machine that can potentially double performance and battery life makes me damn giddy. I don’t even care if it’s redesigned or not.
Score: 9 Votes (Like | Disagree)