What makes the iPad bigger deal than the iPod? The A4 Thursday, Feb 4 2010 

 Of all the things announced during the iPad“reveal”, I was most intrigued by the device’s processor, the “Apple A4“.

More surprising to me was how this announcement was but a single bullet-point in the presentation, and hasn’t drawn much discussion on the web following the announcement.

I spent some time gathering what little information there is out there on the chip and have collected my findings here.

This is probably the best single resource available on the web at the moment.  It describes what is (publicly) known about the A4 as well as discussing the chip’s “origin story” and enough background about Apple’s processor choices to understand where things may head from here.

This is an article from 2008 discussing Apple’s acquisition of PA Semi, the engineering behind the A4.

A few things come to mind reading through these articles.  The first is that Apple has switched CPU’s (more interestingly, CPU instruction sets) several times and each time the change happens rather quickly and without much (if any) end-user impact.  These changes have been driven by a pragmatic need to improve some aspect of performance (processing power, efficiency, etc.).  Contrast this with Microsoft and the x86 architecture where an instruction-set-level change is so taboo that it hasn’t been done even when the cost of maintaining this “compatibility” has been crippling.

Secondly Apple didn’t leave the POWER architecture for performance or other reasons, but for the fact that future (expected) chips in the series could not achieve the thermal efficiency Apple needed for mobile devices (laptops in particular).  In other words, the decision to switch to Intel chips was driven by Watts not FLOPS.  As early as 2007 PA Semi delivered a PowerPC G5 chip (IBM’s POWER4 architecture) capable of 2.0Ghz speeds and consuming only 13 watts (25 peak) and with two cores to boot (I’d like to compare this to the POWER4 chip used in desktop Macs at the time but I can’t find definitive information on this at the moment).

To me the moral of the story here is that Apple’s move to use their own silicon in the iPad is a natural progression of their interest in controlling everything about their computers, and of their lack of fear in venturing into the realm of processor design.  Some have shot down the idea of Apple using these chips outside of their mobile device realm based on the complexity of moving Mac OS to a new chip but history shows Apple has no reservation in making a move like this, when it makes sense to do so.

There may be other sound reasons that Apple will continue using Intel chips in the Mac line and keep the A* chips use limited to mobile devices but their history and behavioral patterns indicate otherwise.

Untitled Thursday, Feb 4 2010 

What makes the iPad bigger than the iPod?  The A4

Of all the things announced during the iPad“reveal”, I was most intrigued by the device’s processor, the “Apple A4“.

More surprising to me was how this announcement was but a single bullet-point in the presentation, and hasn’t drawn much discussion on the web following the announcement.

I spent some time gathering what little information there is out there on the chip and have collected my findings here.

This is probably the best single resource available on the web at the moment.  It describes what is (publicly) known about the A4 as well as discussing the chip’s “origin story” and enough background about Apple’s processor choices to understand where things may head from here.

This is an article from 2008 discussing Apple’s acquisition of PA Semi, the engineering behind the A4.

A few things come to mind reading through these articles.  The first is that Apple has switched CPU’s (more interestingly, CPU instruction sets) several times and each time the change happens rather quickly and without much (if any) end-user impact.  These changes have been driven by a pragmatic need to improve some aspect of performance (processing power, efficiency, etc.).  Contrast this with Microsoft and the x86 architecture where an instruction-set-level change is so taboo that it hasn’t been done even when the cost of maintaining this “compatibility” has been crippling.

Secondly Apple didn’t leave the POWER architecture for performance or other reasons, but for the fact that future (expected) chips in the series could not achieve the thermal efficiency Apple needed for mobile devices (laptops in particular).  In other words, the decision to switch to Intel chips was driven by Watts not FLOPS.  As early as 2007 PA Semi delivered a PowerPC G5 chip (IBM’s POWER4 architecture) capable of 2.0Ghz speeds and consuming only 13 watts (25 peak) and with two cores to boot (I’d like to compare this to the POWER4 chip used in desktop Macs at the time but I can’t find definitive information on this at the moment).

To me the moral of the story here is that Apple’s move to use their own silicon in the iPad is a natural progression of their interest in controlling everything about their computers, and of their lack of fear in venturing into the realm of processor design.  Some have shot down the idea of Apple using these chips outside of their mobile device realm based on the complexity of moving Mac OS to a new chip but history shows Apple has no reservation in making a move like this
,

 when it makes sense to do so.

There may be other sound reasons that Apple will continue using Intel chips in the Mac line and keep the A* chips use limited to mobile devices but their history and behavioral patterns indicate otherwise.

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Breakdown Bootleg Edition Wednesday, Feb 3 2010 

We’re trying an experiment with one of our feature films.  Alongside the full-featured, full-priced DVD we’re making available a “Bootleg Edition” of the film which is produced as cheaply as possible (DVD-R, no special features, no fancy packaging, etc.) for about a quarter of the price of the “Standard Edition”. 

In addition to making the discs cheaper however we’ve made one other change to the Bootleg Edition copies:  They come with absolutely no copyright restrictions whatsoever.  Not only do we encourage customers to duplicate the film themselves but we explicitly encourage them to do this for-profit. 

Our hope is that some creative folks will take what we have made and cut it up, part it out and recycle it into something new, and when they do, we want to allow them to distribute it however they see fit, as a new, separate piece of art.

We’ll see what happens and we encourage anyone who takes us up on the offer to share their work with us we can contribute to promoting what they have done.  We’re not exactly sure where this is going to lead but if it turns out interesting, we’re planning to do the same thing with future releases as well.

 

Laserproof Monday, Feb 1 2010 

Toaster Time Sunday, Jan 31 2010 

Download now or watch on posterous

IMG_0594.MOV (2911 KB)

Libby gets published Friday, Jan 29 2010 

The Last Thursday, Jan 28 2010 

“Pine” Cone Thursday, Jan 28 2010 

Water Thursday, Jan 28 2010 

Jason J. Gullickson

Picture Day Saturday, Jan 23 2010 

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