Proactive Investors - Apple Inc (NASDAQ:AAPL) is reportedly developing chips to power artificial intelligence software in data centres in a move which could see it rival NVIDIA Corp (NASDAQ:NVDA).
Codenamed Project ACDC, the technology giant is said to be designing the chips to run AI models, according to the Wall Street Journal.
NVIDIA’s chip development focuses more on training AI models, with the developer having built a dominant position as use of the technology has boomed in recent years.
Apple itself is a major chip developer, with the technology being incorporated into semiconductors used in the likes of iPhones and iPads, rather than predominantly server infrastructure.
Apple’s plans to roll out chips for infrastructure have reportedly been in the works for several years, though it remains unclear when such a product will be unveiled.
Taiwan Semiconductor Manufacturing Co has partnered with Apple on such plans, with the Wall Street Journal adding uncertainty remained around whether a successful chip had been built.
Apple’s move into the sector would come after chief executive Tim Cook signalled last week that various AI features would be rolled out to products over the coming months.
“We continue to feel very bullish about our opportunity in generative AI and we're making significant investments,” he said after Apple’s expectation-beating results.
Apple is due to host an event on Tuesday where the latest iPad is expected to be showcased, alongside a new chip to power AI on the devices.