Despite Nvidia's meteoric rise as one of the world's most valuable companies due to its AI chip dominance, Apple remains notably absent from its major customer list. A new investigative report sheds light on the complex history between these tech giants.
The relationship strain traces back to the 2000s and early 2010s era when Apple used Nvidia graphics in Macs under Steve Jobs' leadership. According to the report, tensions ran so high that Jobs once famously pretended an Nvidia executive wasn't present during a meeting.
However, the current dynamic appears less antagonistic. Recent collaborations showcase a warming relationship - Apple has partnered with Nvidia on machine learning research, while Nvidia prominently featured the Apple Vision Pro when launching a new software framework.
Rather than avoiding Nvidia specifically, Apple's strategy aligns with its broader push toward vertical integration and in-house chip development. This approach has already manifested in several ways:
- Transitioning Macs from Intel to Apple Silicon in 2020
- Developing proprietary iPhone chips
- Creating an upcoming 5G modem to replace Qualcomm
- Working on in-house Wi-Fi and Bluetooth chips to move away from Broadcom
Currently, Apple accesses Nvidia GPUs through cloud providers like Amazon and Microsoft while reportedly developing its own AI server chip. This arrangement suggests pragmatic business decisions rather than lingering animosity.
The report provides fascinating historical context but indicates that Apple's limited direct engagement with Nvidia likely stems from its strategic focus on controlling its technological destiny rather than any remnants of past conflicts.