“Hard is good. Easy is a waste of time,” he responds when asked about increasingly thin iPhone designs. “The chip architects at Apple are artists, the engineers are wizards,” he says. “When designers say, 'This is hard', my rule of thumb is if it’s not gated by physics, that means it’s hard but doable.”
Srouji runs what is probably the most important and least understood division inside the world’s most profitable company. Since 2010, when his team produced the A4 chip for the original iPad, Apple has immersed itself in the costly and complex science of silicon. It develops specialized microprocessors as a way to distinguish its products from the competition. The Apple-designed circuits allow the company to customize products to perfectly match the features of its software, while tightly controlling the critical trade-off between speed and battery consumption.
Notably, the profile reveals that Apple had planned to release the iPad Pro with an A8X processor earlier in 2015; however, delays moved it back to fall and so Srouji had put his engineers on a crash program to move up the rollout of Apple's new tablet processor, the A9X, by half a year.
Hit the link below to read the full profile...