Leading electronics makers like Apple and Google are electing to forgo smartphone chips from the market ’ s leading manufacturers in favour of developing their own .

RICK

OSTERLOH , SENIOR VICE PRESIDENT OF

DEVICES & SERVICES , GOOGLE

Google has become the latest smartphone manufacturer to announce plans to ditch a major chipmaker for its own in-house semiconductors . The company announced that the next generation of its Pixel smartphone - slated for launch this coming autumn - will not be powered by Qualcomm ’ s ubiquitous Snapdragon microprocessors , as was the case with its previous versions of the phone . Instead , Google has debuted its own smartphone chip , the Tensor .

The move came just nine months after Apple announced that it would be severing a 15-year partnership with Qualcomm ’ s main competitor , Intel , electing instead to rely on its own semiconductor design and manufacturing capabilities when powering its laptops .

With the global chip shortage continuing to bite , and smartphone manufacturers looking for new ways to differentiate themselves from an increasingly homogenous market , do Intel , Qualcomm , and other leading chipmakers need to be worried about buying chips “ off the shelf ” is going to become a thing of the past ?

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