Behind all the talk of thin designs and new features at Apple’s event lies the unseen engine that makes it all possible: Apple’s custom silicon. The continuous advancement of its A-series and S-series chips is the fundamental enabler of the entire product lineup’s performance.
The new A-series processor in the iPhone 17 lineup is what allows for complex features like the real-time processing of the dual-filming mode. It provides the power and efficiency needed to run demanding apps and deliver all-day battery life, even in the ultra-thin chassis of the iPhone Air.
Similarly, the new S-series chip in the Apple Watch Series 11 is crucial for the new health sensors. It’s designed to analyze biometric data with extreme efficiency, allowing for features like hypertension monitoring without draining the battery. The custom silicon in the AirPods is what enables crisp audio and reliable connectivity.
This in-house chip design is one of Apple’s most significant competitive advantages. It allows the company to perfectly tailor its hardware and software, achieving a level of performance and efficiency that is difficult for competitors who rely on off-the-shelf components to match. It is the invisible foundation of the entire Apple experience.