Apple Looking to Design Its Own Chips

Recent signs indicate that Apple may be looking to design computer chips for its own devices as early as next year. With its own chips, the company could potentially create Apple-only features, but--perhaps more importantly--it could also keep Apple's product plans secret from its competitors, according to The Wall Street Journal.

Some features that Apple may be looking to improve with its own chips include energy-efficiency, graphics capability for buying patterns. So far, those rumors have only helped increase product hype for Apple, but with so many product rumors flying around eventually one may come back to haunt Apple.

There's also the concern that technology developed for Apple by a third-party could be sold to Apple's competitors.   That's not an uncommon event, and already happened with the reduced-size processor shortly after the MacBook Air debuted in 2008.  Apple may also be concerned that any customizing it does on existing chip designs from third-party suppliers could be shared with other companies, according to the WSJ.

There have been rumblings for some time that Apple could be going after its own chip designs. Last April, customize chip design for future Apple products and not to design its own chips.  

Since then there have been other signs of Apple's interest in computer chips: in December 2008 the company picked up a Apple recently hired Bob Drebin as a Senior Director. Drebin has a long history in the computer chip industry, serving as Engineering Director for the graphics-card-maker ATI Technologies until that company was bought out by Advanced Micro Devices, at which point he became the Chief Technology Officer of AMD's Graphics Products Group.   The WSJ says that Apple also recently hired Raja Koduri, another former technology officer at AMD.

Apple is also currently on a hiring spree for top chip-making talent. The company has listed several job openings on its Web site that have to do with chip design, including a posting for an Spansion filed for bankruptcy.

While Apple is looking to pull in chip making talent, the company isn't immune to the current recession. In March, a rumor came out that reduced its retail staff by more than ten percent.