Tensor G5 development at TSMC for Pixel 10 progressing
Will TSMC's Tensor G5 Boost Pixel 10's Appeal?
Google has switched from Samsung to TSMC for the development of the Tensor G5 chip, aiming for integration in the upcoming Pixel 10. The Tensor G5, leveraging TSMC's 3-nanometer process and Integrated Fan-Out technology, is expected to enhance power efficiency and reduce thickness. Despite initial plans for a 2024 release, the fully customized "Redondo" chip faced delays, pushing focus to the "Laguna" chip in 2025. Meanwhile, the current Tensor G4 represents a modest upgrade, still produced by Samsung, which could affect consumer anticipation for the more advanced Tensor G5.
How might the delay in advancing to a more powerful chip affect the reception of Google’s upcoming phone lineup?
The delay in advancing to a more powerful chip might affect the reception of Google's upcoming phone lineup in several ways.
Firstly, potential customers who are aware of the delay may decide to postpone their purchase of a new Google phone, expecting a more significant upgrade in the next generation of devices. This could lead to a temporary decrease in sales and a potential loss of market share to competitors who are able to offer more advanced chips in their smartphones.
Secondly, the delay might impact the overall performance and capabilities of the upcoming phone lineup. A more powerful chip often translates to better performance, improved energy efficiency, and the ability to support advanced features such as on-device generative AI and multimodal capabilities. If the Tensor G4 ends up being only a minor upgrade over its predecessor, it might not offer the level of performance and functionality that customers have come to expect from a new generation of smartphones.
Lastly, the delay could also affect Google's reputation in the smartphone market. With competitors such as Apple and Samsung continuously pushing the boundaries of chip technology, a lack of significant advancements in Google's chip offerings might lead to perceptions of Google falling behind in the race for mobile innovation. This could potentially impact the brand's image and long-term competitiveness in the market.
In conclusion, the delay in advancing to a more powerful chip might negatively impact the reception of Google's upcoming phone lineup by affecting sales, device performance and capabilities, and the company's reputation in the smartphone market.
What led Google to switch from Samsung to TSMC for the production of the Tensor G5 chip?
Google's decision to switch from Samsung to TSMC for the production of the Tensor G5 chip appears to be driven by several factors aimed at enhancing the performance and efficiency of their chips6. TSMC is recognized for its more efficient processors compared to those produced by Samsung. Historically, chips made by Samsung, like the Snapdragon 8 Gen 1, faced issues such as poor battery life and performance under sustained loads36. In contrast, the TSMC-made Snapdragon 8 Plus Gen 1 demonstrated significant improvements in these areas3.
Additionally, Google's shift to TSMC allows for the adoption of advanced manufacturing technologies, specifically the 3-nanometer process6. This process is expected to offer better power efficiency and performance. The Tensor G5, Google's first fully customized chip, will also feature Integrated Fan-Out (InFO) packaging technology, which reduces the chip's thickness and improves its electrical and thermal performance, further enhancing the overall efficiency of the device26.
This strategic move also aligns with Google's broader goals of increasing control over its hardware to optimize performance across its product line, including future Pixel phones, tablets, and other devices6. By developing the Tensor G5 with TSMC, Google aims to create a chipset that not only boosts the capabilities of its devices but also solidifies its independence from external suppliers like Samsung6.