Apple flipped the playbook as we knew it when it launched its own silicon-powered MacBooks. The M-series of processors raised the voice of Apple silicon, but in fact it has been the heart and soul of almost every Apple product.
Apple’s Vice President, Worldwide Product Marketing, Bob Borchers was in country and spoke at length about the impact of Apple silicon. “Apple silicon powers our products and gives us the ability to bring the best to users in terms of both software and hardware,” Borchers told The Times of India-GadgetsNow.
Borchers is an Apple old hand and a real authority when it comes to talking about how Apple silicon has changed everything iPhone-related. One of the big impacts of Apple silicon has been the iPhone cameras. Over the years, Apple has relied heavily on its hardware and software to deliver what we like to call its most enduring camera system.
It wasn’t easy, but Borchers says it’s because “we can design our products along with the design of the Apple silicon, we can create experiences that have never been seen before.” Taking the recent Vishal Bhardwaj film as an example, ” Fursat” says Borchers, which shows the performance of Apple silicon. It has replaced the huge cameras used for filmmaking. According to Borchers, it’s thanks to Apple silicon that the company was able to bring “groundbreaking features” like Action mode to the iPhone.
Apple’s focus: What consumers want
There’s a school of thought that argues that maybe Apple has put too many smart things into the iPhone camera. Borchers argues differently. “We try to strike a balance between what our customers want and what the ‘professionals’ can have.” There are different needs for different customers, but Borchers says that “there is no compromise between what the average consumer or a professional needs.” photographers might like,” he adds.
One of the great things Apple silicon has accomplished in recent years is improving iPhone battery performance. Borchers says every generation of iPhone — and with this Apple silicon — has been designed with performance at the forefront. Apple isn’t changing any specific spec or number that could make headlines. “Instead, we’re focusing on real value, like providing all-day battery life, rather than mAh capacity,” he says.
For Borchers — who has degrees from Stanford University and the Massachusetts Institute of Technology — the goal is to deliver what it wants to customers. “We can do this with a combination of software, hardware and whatever brings the most value to users,” he says.