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Hasn’t Huawei done this for ages? And Samsung attempted the same? I mean, it’s still news, it just feels weird that the Pixels are pointed out of all things, even when ignoring Apple.
I guess because Google’s Tensor chips are just more recent than Exynos. The Apple A4 was 15 years ago, and Samsung has been struggling to keep up with their Exynos chips for 14 years.
Samsung has been making their own CPUs (while also buying from 3rd parties) for decades. iPhones used to have Samsung CPUs.