Open AI is copying Apple’s biggest competitive advantage — and Nvidia should be paying attention | Tech Radar

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Open AI is copying Apple’s biggest competitive advantage — and Nvidia should be paying attention

Open AI is taking aim at controlling the entire AI experience

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Open AI's custom AI chip isn't just another attempt to loosen Nvidia's grip on AI hardware. It's the clearest sign yet that Open AI is adopting the same vertically integrated strategy that transformed Apple over the past decade.

When Open AI and Broadcom recently shared new details about Jalapeño, their custom inference processor, most of the discussion focused on Nvidia. Nvidia currently sits at the center of the AI industry, supplying the graphics processors that power everything from Chat GPT to image generators and coding assistants. Any attempt to reduce that dependence is naturally headline news.

For years, Apple has enjoyed a competitive advantage from making the most important parts of its products in-house. Instead of relying on someone else's processors or designing software around third-party hardware, it designed and built its own hardware and software. Competitors spent years trying to match that integration.

With its new custom inference processor, Open AI appears to be building more than just an alternative chip. It's developing the same kind of vertically integrated ecosystem that helped transform Apple into one of the world's most valuable companies.

When Apple introduced its M-series processors, the company aimed to build Macs that woke instantly and ran cool and quiet. Customers cared that everything simply felt smoother. Open AI appears to be chasing a similar goal, even if the product is completely different.

Broadcom and Open AI debut Jalapeño Intelligence Processor, plot an Apple-like move to 'build the full stack'

Open AI is rumored to be building an AI-first smartphone chipset

Instead of laptops, it wants conversations that arrive faster. Building its own processor gives it another lever to pull that competitors relying entirely on third party hardware simply do not have.

Jalapeño is simply another piece of a much larger puzzle. The processor has been designed for inference rather than training. Training is the expensive process of creating an AI model as opposed to the inference done afterward. Every time someone asks Chat GPT a question, that's inference. Those billions of everyday interactions eventually become just as important as building the model itself because they determine both performance and operating costs.

Designing a processor specifically for those workloads gives Open AI something that off-the-shelf hardware never fully can. It can begin tailoring the hardware around exactly how its own models think and respond, a more efficient method. And every improvement, whether in power consumption, speed, or networking, saves money and improves the AI experience.

Open AI has been careful not to oversell the timeline, with broad deployment of the new chip still some way off. This is the beginning of a strategy rather than the final result.

Nvidia isn't going to panic right now, nor should it. Its processors still power much of today's AI boom. Demand continues to outstrip supply in many areas, and Open AI itself remains one of its major customers. None of that changes because one new custom processor has appeared on the roadmap. What should catch Nvidia's attention is the pattern beyond Open AI.

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Google has spent years developing Tensor Processing Units. Amazon created Trainium and Inferentia. Microsoft has invested heavily in its own AI chips, as has Meta in custom accelerators for its expanding AI ambitions. Open AI is now following the same path. Different companies have different technical goals, but they all seem to arrive at the same conclusion: as AI becomes a bigger part of their business, they don't want to depend entirely on someone else's hardware.

Of course, Apple designing its own processors certainly did not destroy Intel overnight. But there was a shift as Apple gained more control over pricing and product direction each time it replaced an external component with one of its own. The same could happen with AI.

Plus, Open AI said its own AI models helped accelerate parts of the engineering process during chip development. AI is actually helping to make the hardware that will power its future iterations. That feedback loop may become increasingly important as chip design grows more complex. The future of AI may belong to the companies that own as much of the underlying machine as possible, regardless of where the models themselves rank.

If Apple's history is anything to go by, Open AI is ready to be that company.

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Eric Hal Schwartz is a freelance writer for Tech Radar with more than 15 years of experience covering the intersection of the world and technology. For the last five years, he served as head writer for Voicebot.ai and was on the leading edge of reporting on generative AI and large language models. He's since become an expert on the products of generative AI models, such as Open AI’s Chat GPT, Anthropic’s Claude, Google Gemini, and every other synthetic media tool. His experience runs the gamut of media, including print, digital, broadcast, and live events. Now, he's continuing to tell the stories people want and need to hear about the rapidly evolving AI space and its impact on their lives. Eric is based in New York City.

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