Apple為什麼走垂直整合之路?

作者 : Paul Boldt,ned, maude, todd & rod Inc.總裁

從硬體電路設計到半導體技術,從作業系統從到軟體商店,Apple為iPhone及其終端產品打造了一條上下游一路垂直整合的道路...

「真正認真對待軟體的人就應該自己做硬體。」(People who are really serious about software should make their own hardware.)——Alan Kay

就在蘋果(Apple)即將於秋季發表會揭露下一代新款iPhone手機前夕,該公司率先寫下了市值突破1兆美元的歷史新頁。本文將著眼於Apple的策略佈局,看看他們如何透過「現代」半導體技術實現如此的成就。

為此,我們首先需要看的就是iPhone。畢竟它是定義了Apple如何邁向1兆美元里程碑之路的關鍵產品。當史上第一支iPhone於2007年1月9日亮相時,它的設計看起來與當時的手機典範是如此的背道而馳。

Apple前執行長賈伯斯(Steve Jobs)形容這是一款「帶有觸控功能的寬螢幕iPod、一支革命性的手機,同時也是一款突破性的網際網路通訊裝置。」就在那一天,他還介紹了全新的作業系統:iPhoneOS,即iOS。

Jobs Alan Kay quote
賈伯斯在2007年發表第一支iPhone時,引用了電腦繪圖介面先驅Alan Kay 的一句話

在2007年第一支iPhone的發佈會上,賈伯斯引用了電腦繪圖介面先驅Alan Kay 的一句話——「真正認真對待軟體的人就應該自己做硬體」(People who are really serious about software should make their own hardware.)。Alan Kay的這句話究竟有什麼意義?從表面上看,它掌握到Apple想要設計自家手機以及執行其新款iOS軟體的動機——為使用者帶來與手機互動的全新方式,例如觸控螢幕、虛擬鍵盤以及滑動執行等。

但我們當時不知道這句話也暗示Apple不久將投入更大規模的半導體開發。Apple當下就已經決定走向垂直整合道路了。

早期發展與A4晶片

Apple為什麼要自行展開大規模的半導體設計?這畢竟是一項耗資龐大的工作。

他們是否能夠設計出相當於其他半導體公司的IC (更不用說比其他公司更好的IC了)?當然,這風險實在太大了。

但是在2008年春,Apple宣佈收購PA Semi——這是一家大部份的人都沒聽過的處理器IC設計公司,專注於Digital StrongARM技術。Apple表示希望進一步差異化其產品。後來,市場上還傳言Apple收購了另一家處理器設計公司Intrinsity——專注於設計Hummingbird Arm-based CPU。到了2010年4月,這項收購消息也經證實了。

2010年1月27日,Apple推出了iPad以及Apple自家設計的A4 SoC。在主題演講前一週,我曾經想到Apple可能推出平板電腦及自家晶片。我當時想到平板電腦將會需要一款介於iPhone和MacBook之間的晶片。我還問道「……如果Apple可以使用專為其裝置及其應用量身打造的區塊(block)來設計自家處理器,將會發生什麼?」

當時,A系列以及我認為的Apple「現代」半導體開發工作已在持續進展中。

當我們觀察A4後,發現它與三星(Samsung)的S5PC110有相當大程度的相似性——三星S5PC110當時是一款Arm SoC。這二款晶片都採用了一樣的Arm CPU。從以下的A4晶片圖來看,A4似乎並不是什麼與眾不同的SoC,不過,在上述收購以及公開宣傳該晶片封裝的2009年之間也並沒有太多時間。

Apple A4 annotated
A4晶片圖(來源:MuAnalysis)

A系列里程碑

在真正導入內部設計的SoC之後,我認為下一個重大里程碑來自A6。有了A6,Apple推出了內部設計的CPU。這可不是件容易的事。

當時,Chipworks曾經評論其晶片架構似乎是手動佈局。從A6晶片圖來看,它展現了Apple對於半導體開發的承諾。A7帶來所謂的Secure Enclave加密裝置,可用於儲存和處理來自Touch ID感測器的指紋資料。在此發展過程中,Apple還整合了一個影像訊號處理器及其動作協同處理器。

Apple A6 annotated
A6晶片圖(來源:Chipworks)

讓我們快轉來到2017年的A11處理器,如下晶片圖所示。A11採用Apple首款內部設計的GPU及其所謂的神經引擎。二者都是重要的設計——在iPhone X發佈的新聞稿中,Apple表示兩款晶片都與機器學習功能有關。特別是Face ID和Animoji,據說都必須由神經引擎啟動。

該晶片設計重要之處在於其包含了兩個SoC區塊——即GPU與神經引擎,因為這是iPhone性能與用戶體驗的核心。我認為GPU與神經引擎之所以如此重要,原因就在於他們對於機器學習相當有幫助。

Apple A11 annotated
A11晶片圖(來源:TechInsights)

客製電路和垂直整合

有大量的證據顯示Apple的設計實力不斷增強。但Apple的設計是否如同賈伯斯在推出A4時所希望地那樣,能夠讓iPhone有別於其他的手機?

讓我們以Face ID為例。

Apple可能會對於像臉部辨識等重要功能特性感興趣,因而為此收購一家或幾家公司,取得技術IP組合。有些技術將建置於軟體中,其他技術則透過硬體實現,例如像神經引擎之類的區塊設計。同時,如Secure Enclave等其他區塊則用於處理臉部影像資料而不只是指紋資料。

多年來,Apple持續在許多主題演講中強調軟體和硬體工程師的合作協調。人們幾乎可以聽到團隊之間的會議對話如下:
「我需要可以執行常式A和B的硬體。」
「我可以給你一大部份,但你能修改這些常式,例如使其也在我的區塊中以這種方式執行嗎?」

這樣的合作與對話一直持續到硬體和軟體建構搭配在一起。而在此過程之後,電路區塊可能僅對Apple有用,但無妨,因為該半導體團隊可能只有這麼一家客戶。

在更先進層級以及更高整合度時,可以設想實際上在電晶體級編碼的特定或部份OS常式。「我可以將經常調用的計算置於電晶體中,以節省軟體週期。」

沒錯,也許設計在某方面少了靈活性,但如果帶來更大的性能提升也算是值得了。我經常思考這樣的設計架構,因為它似乎算是硬體——軟體整合的巔峰之作。

只為一位客戶進行設計

iPhone的角色定位很清楚。它們的目的是賣給消費者並因而獲得利潤。

但是,半導體的角色並沒那麼明顯,因為他們無法對外銷售,也沒有直接的收入。所有的半導體產品都「僅供內部使用」。但是,難道消費者購買iPhone是因為它採用了A系列處理器嗎?答案當然是否定的。但是,如果沒有A系列處理器,iPhone是否可能會有無法實現的功能?性能不佳?或是價格更昂貴嗎?我認為答案是肯定的。

那麼,讓我們再次看看Face ID。

我們可以肯定地說,Face ID是iPhone X的一項重要特性。如果Apple設計SoC時未採用自家的區塊,那麼它就需要另外尋找合適的機器學習IP核心。它可能還需要重新考慮GPU,因為據說它可以分享一些機器學習任務。此外,Apple需要編寫可在這些區塊上執行的軟體。而如果只有一部份進行垂直整合,那麼,Apple還需要為整個SoC尋找其他供應來源,情況將會變得更加棘手。甚至在較糟的情況下,還可能需要使用輔助IC來執行機器學習,這意味著要耗費更多的電路板空間和成本。

A系列SoC能否有助於最終產品的差異化?我必須說是的。在某種程度上,這讓Apple可以更專注於因應其需求與所需功能的設計。他們只為一個客戶進行設計,可能會減少為了吸引許多客戶而必須做出的妥協。再者,Apple也不必要設計出最佳核心,而只需設計最適合執行iOS的核心即可。Apple能夠量身打造電路與區塊設計,以滿足其需要。

值得注意的是,Apple在此過程中採取了一些大膽的舉措。當他們將主要的區塊移動至自家設計時,他們將更多的責任加諸於其設計師身上。此外,儘管半導體營收是間接的,但表現不佳的A系列晶片卻可能導致銷售數字下滑。

展望未來

截至目前為止,我只討論了iPhone和A系列SoC。這只是其中的一部份。

Apple已將其半導體產品組合擴展到相當多的產品中,包括在Apple Watch中使用的S系列、AirPods (和Apple Watch)的W系列,以及不斷擴展的MacOS系統中所使用的T系列。這些都為Apple的產品帶來各種有趣的功能特性。

如果沒有W1,AirPods是否可能實現?Apple在推出AirPods時,似乎偏離了在左右聲道之間插線的標準藍牙設計。W1是否讓左右聲道傳輸到不受限制的AirPods?提到AirPods時我注意到AirPods的功能及其收購的Passif IP之間存在莫名的相似之處。我認為W1實現了差異化。

我不知道Apple在其開發實驗室中打造哪些夢想,但我們從目前所使用的半導體建構模組就可以想像到一些有趣的可能性。當T1出現時,我想想它可能應用於Apple TV遙控器。現在是否有了一個從家中電視即時、安全購物的市場了?

透過垂直整合策略,Apple展現了其於半導體設計的實力,並建立了一系列有趣的半導體IP組合。可能有人會認為Apple的設計工作就像是在打造一個IP核心庫,使其可用於為其最終產品帶來創新功能。Apple在半導體設計的垂直整合策略,已經成為該公司各種營收來源及其生態系統的核心。半導體團隊並不需要為所接觸的每件事都實現最佳設計,只需要成為其客戶的最佳設計者。

本文作者——Paul Boldt,加拿大渥太華技術分析公司ned, maude, todd & rod Inc.總裁

編譯:Susan Hong

(參考原文:Apple Goes Vertical & Why It Matters,by Paul Boldt)

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