Apple’s latest technical document reveals that the two main AI models behind Apple Intelligence are trained using Google’s Tensor Processing Units (TPUs) instead of NVIDIA GPUs. According to a report from Commercial Times, this suggests that the demand for NVIDIA chips has outstripped supply, prompting some tech giants to seek alternatives.

Apple first introduced an AI technical document in June, briefly stating that its AI models were trained using TPUs. The latest technical document, which spans 47 pages, provides a detailed explanation of how Apple’s foundational models (AFM) and AFM servers are trained in Cloud TPU Clusters. This indicates that Apple rents cloud servers from cloud service providers to train its AI models.

In the document, Apple stated: “This system allows us to train the AFM models efficiently and scalably, including AFM-on-device, AFM-server, and larger models.”

Apple further mentioned that the on-device AFM models for iPhones and iPads are trained using a total of 2,048 TPUv5p chips, which are currently the most advanced TPU chips on the market. The AFM servers are trained using a total of 8,192 TPUv4 chips.

Google initially launched TPUs in 2015 for internal training use only and started offering TPU rental services to external clients in 2017. These TPUs are currently the most mature custom chips used for AI training. According to Google’s official website, the rental cost of their most advanced TPUs is approximately USD 2 per hour based on a three-year contract.

Though NVIDIA’s GPUs are currently dominating the high-end AI chip market, the enormous number of chips required for AI model training has led to a severe shortage. This is because major tech companies like OpenAI, Microsoft, Google, Meta, Oracle, and Tesla all use NVIDIA chips to develop their AI technologies.

Since the rise of ChatGPT at the end of 2022, which spurred the generative AI market, Silicon Valley tech giants have been racing to invest in AI research and development. In contrast, Apple has lagged behind its competitors and now has to intensify its efforts to bolster Apple Intelligence. On July 29th, Apple released a preview version of Apple Intelligence for certain devices.

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(Photo credit: NVIDIA)

According to Reuters, engineers at Amazon’s chip lab in Austin, Texas, recently tested highly confidential new servers. Per the Economic Times, the director of engineering at Amazon’s Annapurna Labs under AWS Rami Sinno revealed that these new servers feature Amazon’s AI chips, which can compete with NVIDIA’s chips.

It’s reported that Amazon is developing processors to reduce reliance on the costly NVIDIA chips, which will power some of Amazon’s AWS AI cloud services.

Amazon expects to use its self-developed chips to enable customers to perform complex calculations and process large amounts of data at a lower cost. The company’s competitors, Microsoft and Alphabet, are also pursuing similar efforts.

However, Amazon is a late starter in AI chip field, but a industrial leader in non-AI processing chip, whose main non-AI processing chip, Graviton, has been in development for nearly a decade and is now in its fourth generation. The other two AI chips, Trainium and Inferentia, are newer designs.

David Brown, AWS’s Vice President of Compute and Networking, stated that in some cases, the performance of these chips can be 40% to 50% higher compared to NVIDIA’s, and their cost is supposed to be about half of the same models of NVIDIA’s chips.

AWS accounts for nearly 20% of Amazon’s total revenue. The company’s revenue from January to March surged by 17% from the same period last year, reaching USD 25 billion. AWS controls about one-third of the cloud computing market, with Microsoft’s Azure comprising about 25%.

Amazon stated that it deployed 250,000 Graviton chips and 80,000 custom AI chips to handle the surge in platform activity during the recent Prime Day.

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(Photo credit: Amazon)

On July 1st, according to a report from Reuters, the French antitrust authority plans to file charges against NVIDIA, accusing the company of engaging in anti-competitive practices, making France the first country to take such action against NVIDIA.

The French competition regulator had raided NVIDIA’s local offices in September last year. At the time, they did not disclose the details of the investigation or the company involved, only stating it was related to the graphics card sector.

However, as per a previous report from Bloomberg, NVIDIA claimed that the French agency collected information from them regarding their business and competition in the graphics card and cloud service provider market as part of an ongoing inquiry into competition in those markets.

Sources cited by Reuters’ report indicated that last year’s raid was part of a broader investigation into cloud computing. With the surge in global chip demand following the advent of ChatGPT, NVIDIA, as the world’s largest manufacturer of AI and computer graphics cards, has naturally attracted close scrutiny from antitrust authorities in Europe and the United States.

NVIDIA previously disclosed in regulatory filings that both EU and French regulators had requested information about its graphics card products. The French antitrust authority has been actively investigating to understand NVIDIA’s key role in AI processors, its pricing policies, chip shortages, and the impact on prices.

Last Friday, the French authorities released a report on competition in generative AI, highlighting the risk of chip suppliers abusing their power. The report pointed out concerns about the chip industry’s heavy reliance on NVIDIA’s CUDA software for chip programming. Additionally, NVIDIA’s focus on investing in AI cloud service provider CoreWeave has also raised significant concerns among the authorities.

Reportedly, it is understood that companies violating French antitrust rules could face fines of up to 10% of their global annual revenue, though they can choose to make concessions to avoid penalties.

Moreover, the European Commission is currently gathering informal feedback to determine if NVIDIA has breached its antitrust rules, although it has not yet launched a formal investigation into anti-competitive behavior.

On the other hand, the New York Times reported on June 5th that the U.S. Department of Justice and the Federal Trade Commission (FTC) have reached an agreement, led by senior officials of both agencies, over the past week. The DOJ will investigate whether NVIDIA has violated antitrust laws, while the FTC will examine the conducts of OpenAI and Microsoft.

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(Photo credit: NVIDIA)

According to sources cited in a report from Reuters, it’s said that IC design giant MediaTek is developing an ARM-based PC chip that will run Microsoft’s Windows operating system.

Last month, Microsoft unveiled a new generation of laptops featuring ARM-based chips, which provide sufficient computing power to run AI applications. Its executives stated that this represents the future trend of consumer computing. MediaTek’s latest development of an ARM-based PC chip is said to be geared toward these types of laptops.

The same report indicates that Microsoft’s move plans to take aim at Apple, which has been using ARM-based chips in its Mac computers for about four years. Microsoft’s decision to optimize Windows using ARM-based chips could further pose a threat to Intel’s long-standing dominance in the PC market.

Regarding this matter, both MediaTek and Microsoft declined to comment.

Reportedly, according to industry sources, MediaTek’s PC chip is scheduled to launch by the end of next year, coinciding with the expiration of Qualcomm’s exclusive agreement to supply chips for laptops. MediaTek’s chip, based on ARM’s existing designs, will significantly accelerate the development process by less design work.

It is currently unclear whether Microsoft has approved MediaTek’s PC chip for supporting the Copilot+ feature in Windows programs.

ARM executives have stated that one of their clients used ready-made components to complete a chip design in about nine months, although this client was not MediaTek. For experienced chip designers, creating and testing advanced chips typically takes more than a year, depending on the complexity.

In the latest press release from TrendForce, MediaTek’s strategy in the PC domain is also highlighted. Reportedly, the Arm chip co-developed by MediaTek and NVIDIA, with adoption of Wi-Fi 7 and 5G, is also slated to occupy a spot in the AI NB market since 2Q25, and initiate a new wave of technical innovation after 2025. According to TrendForce’s forecast, Arm chips are likely to surpass 20% in market penetration at an accelerated velocity in 2025.

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(Photo credit: MediaTek)

Last year, Qualcomm entered the PC market, sparking an AI PC frenzy in collaboration with Microsoft Copilot+. According to Qualcomm CEO Cristiano Amon, beyond mobile devices, PCs, and automotive applications, Qualcomm is now focusing on data centers. In the long term, these products will eventually adopt Qualcomm’s in-house developed Nuvia architecture.

Amon pointed out that as PCs enter a new cycle and AI engines bring new experiences, just as mobile phones require slim designs but must not overheat or become too bulky, Qualcomm has always been focused on technological innovation rather than just improving power consumption. While traditional PC leaders may emphasize TOPS (trillions of operations per second), energy and efficiency are also crucial.

Amon stressed the importance of maintaining battery life and integrating functionalities beyond CPU and GPU, which he believes will be key to defining leadership in the PC market. He also joked that if you use an X86 computer, it would run out of battery quickly, but with a new computer (AI PC) next year, it would last a long time without draining power.

Amon noted that Qualcomm’s Snapdragon X Elite and Snapdragon X Plus have been developed with superior NPU performance and battery life. Moreover, Snapdragon X Elite is just the first generation, which focuses more on performance supremacy, while the upcoming generations may put more emphasis on computational power, and integrating these into chip design.

Currently, more than 20 AI PCs equipped with Snapdragon X Elite and Snapdragon X Plus have been launched, including models from 7 OEMs, such Acer, Asus, Dell, HP, and others.

Amon believed that the market penetration rate will continue to increase next year. He sees AI PCs as a new opportunity, suggesting that it may take some time for them to be widely adopted when a new version of Windows for PC market emerges. However, considering the end of Windows 10 support, users can transition to new models with Copilot+, which he believes will be adopted much faster.

Amon pointed out that NPUs have already demonstrated their advantages in the PC and automotive chip industries, and these capabilities can be extended to data centers or other technologies.

He then highlighted data centers as a significant opportunity for transition to Arm architecture and expressed belief in increased opportunities for edge computing in the future. Amon also mentioned the adoption of Nuvia architecture in smartphones, data centers, and automotive industries. Additionally, he disclosed plans to launch mobile products featuring Microsoft processors at the October Snapdragon Annual Summit.

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(Photo credit: Qualcomm)