I mean, it's been years, but it was mostly tech outlets with interviews if I recall.
That's what I figured. The industry is still covered mostly by people who are not computer engineers, and generally don't know what they're talking about.
You mention near the end about their DRAM packaging, I understand the notion. What I don't understand is why would they be the only ones adopting such a model in the consumer market to this level of efficacy. AMD has APU's, Intel has iGPU's/NUC's in similar form factor (and custom board design as of late) that could have allowed them to venture in this territory. TO me personally, it reeks of complacency, and as far as Intel is concerned, there is very little arguing against this point given them getting trounced what amounts to an indie company (AMD by comparison in terms of funding and such).
The DRAM in package strategy does have a drawback - lack of flexibility. Apple uses their CPUs to sell into their specific markets, which are much smaller than the client market as a whole. Intel CPUs go into everything from Chromebooks to gaming desktops, and so do AMD's. Apple products, as you well know, have more targeted markets and are more expensive. Nonetheless, I completely agree with you about complacency, especially at Intel. But getting their butts kicked every once in a while is a big part of Intel's history. Intel was late to integrating memory controllers in the CPU over 15 years ago, which was the last time AMD had a big resurgence. (Apple was still on their PowerPC variant.) Finally, as I mentioned, Intel's and AMD's customer bases for chips are very broad, and the disaggregated strategy they both use are a result of trying to cover those markets with the fewest possible SKUs.
The Apple ordeal seems to have turned on and ramped up EXTREMELY fast.
Apple has been designing their own CPUs and accelerators for a long time for iPhones. Those CPUs use ARM IP also. And even before that they were designing PowerPC chips for Macs. So Apple has been designing CPUs for decades. And Apple is a far more bold company than Intel. Apple fought it's way up from the bottom. Intel's success was bootstrapped by IBM choosing Intel's x86 processors for the original PC. Intel's culture has a lot of monopoly thinking and entitlement in it. Apple still has a lot of Steve Jobs culture in it.
I have no idea what Gelsinger was talking about when he mentions in recent interviews about how he hopes to have Apple back as a customer (this seems like either deranged thinking or just shareholder corporate mouthpiece talk).
Gelsinger is talking about having Apple as a fab customer, as an alternative to TSMC and Samsung. Apple is gone when it comes to chip designs. Intel even sold them the design and the team for the 5G modem they were working on.
Intel with their upcoming dGPU is targeting supposedly 3080 performance at the absolute high end and has been in the kitchen for a while not, while Apple is already advertising relative performance and PERF per WATT specs outpacing both CPU and GPU performance from the highest end consumer offerings of each company (12900K from Intel on the CPU front, and a 3090 from Nvidia on the GPU from) on a single package, with lesser thermals than each in isolation..
I can grasp the idea of going chiplet route, or having what is essentially a higher performance SOC with everyone on die, and perhaps with great interconnects interfacing if not going the monolithic route which can contribute to such performance gains. What I want to know, if this was self evident (as it ought to be if we're talking about "smart people" in the respective companies), why wasn't Intel or AMD first on the block with some of this stuff (or Nvidia considering their desperation to absorb ARM, they had to have seen something of this sort coming miles ahead).
Many - MANY - chip industry executives are more worried about their careers than they are the companies they work for. Years and years from being working engineers and highly technical make them risk-averse, and they surround themselves with subservient yes-people because that's the only ones they are comfortable with and trust. They usually can't make high-level technical decisions themselves. Lisa Su appears to be above that bullshit, and IMO that's one of the reasons why AMD is doing so well now. (And AMD spun off their fabs as Global Foundries, and partnered with TSMC for fabrication, and TSMC attained a technology leadership role giving them an edge over Intel, but Su still gets a lot of credit, IMO.) I do expect that Dell and HP, and Microsoft for that matter, would like a competing CPU to the M1 and upcoming M2. It would not surprise me to hear that Microsoft decides to do a client CPU, since they are rapidly ramping a chip design team in Portland, OR, which is Intel's biggest design site. I suspect Microsoft is aiming at a server chip first (to compete on cost with Amazon's Nitro), because they're easier to design, but I could easily be wrong. Microsoft's Surface line would be an obvious candidate for a Microsoft competitor to the M1/M2.
I'm not sure what Jensen Huang was thinking in trying to buy ARM. He could do what Apple did easily just by getting an ARM architecture license. But Huang is probably the smartest CEO in the computer industry, so I am sure he knows things I don't.
I just can't understand how Apple could beat them to this sort of of paradigm. And speaking of which. Given these massive performance headways, and given that you know your history and the players well I'd imagine.. Surly no hardware company can ignore this approach? What might be 20/20 in hindsight about the whole "ARM scaling" claims, we now (as I imagine all the "smart folks") have a better picture of where things are going. So what's the verdict? Are we going to see Apple be the exclusive adopter of this approach to consumer hardware, or is x86's days numbered if it can't be adopted to fall in line with similar gains and Moore's Law tracking going forward?
There are independent CPU design teams to be had for acquisition, and it wouldn't surprise me to see Dell or HP, and especially Microsoft, acquire one of those companies and go into the system-in-a-package market. Samsung could do it too, since they have an internal team for phone CPUs, just like Apple. Qualcomm could enter this market too. But only Microsoft seems to me to be well-managed enough to try it. I do think Apple's success will draw others to the strategy.