1.Leading Brands’ Motivations to Develop Chips In-house 
1.1 End User Products 
1.1.1 To Increase Product Differentiation 
1.1.2 To Build a Complete Product Ecosystem 
1.1.3 To Keep Chip Delivery under Control 
1.1.4 To Support Design Architecture 
1.1.5 A Huge Gap between Innovative Chip Supply and Demand 
1.2 Cloud Products 
1.2.1 To Enhance Cloud Services 
1.2.2 To Reduce Operating Costs and Energy Consumption while Achieving Net Zero Emissions 
1.2.3 To Increase Supply and Reduce Supply Shortage Risks 
1.2.4 To Reduce Chip Modification Time and Costs 
2. Leading Brands’ In-house Chip Development 
2.1 End User Products 
2.1.1 Notebook PC Processors: Leading Brands Normally Accumulate Design Experience from Smartphones before Developing Notebook PC Processors In House 8
Automotive Chips: In-house Chip Development Varies Across Automakers and Whoever Standing Out with Self-driving Car Chips Will be the Winner 8
2.2 Cloud Products 
2.2.1 Cloud Service Providers Develop CPUs and AI Accelerator Chips to Meet Increasingly Complicated Computing Demand 
2.2.2 Expand from Data Centers and Servers to Smart Speakers and Other End Products 
2.2.3 US and Chinese Brands Develop Own Chips for Different Purposes and Scope of Use 
3.Follow-up Observations 
3.1 Possible Impact on the Notebook PC Industry 
3.2 Possible Impact on the Automotive Industry 
3.3 Possible Impact on the Server Industry 
4.MIC Perspective 
Appendix 
List of Companies 
 

Motivations behind several leading brands’ decision to develop chips in house from the perspective of end user products such as Google, Apple, BYD, Geely Automobile, Hyundai, etc, and cloud products such as Amazon, Facebook, Baidu, Huawei, Alibaba, etc. 

In-house chip development of leading brands from the perspective of end user products such as notebook PCs and self-driving cars, and of cloud products such as smart speakers, automobiles, and servers

The possible impact on three industries, including notebook PC, automotive, and server
 

Table 1. Leading Brands’ In-house Chips for End User Products 
Table 1. Leading Brands’ In-house Chips for Cloud Products