And it seems I was right about Tensor

I read an article today about how Tensor set the bar low for the Pixel 7 and it reminded me about my predictions. Specifically that it wouldn't matter how well the Tensor chip performed so long as it out-performed the chip in the Pixel 5 which was already a pretty low bar.

My argument was that this was similar to what Apple did. By creating their own chips they took the narrative away from people complaining about them not using the top of the line chip from another vendor or scrutinizing their continued re-use of the chips.

To me, the revelation came in two phases; firstly, people started saying that Apple had the fastest chips when they didn't. Even the M1 chips don't actually beat Intel or AMD. And secondly, watching Google get raked over the coals for using mid-range or lower chips in their A-Series phones when Apple would get away with putting 2-3 generation old chips in newer devices and no one would bat an eye.

Everything around Tensor has played out EXACTLY as I expected it would. Google didn't need to deliver record setting speeds. In fact, it was better for them if they didn't. They simply needed a competent chip which was better than what they had. And they delivered on that. Then, they make that profitable by shoving it in a range of devices. It is coming out in the 6a and presumably the tablet they are working on as well.

So, they will still actively be recouping cash when Tensor 2 comes out. And, Tensor 2 simply needs to be better than the original. And that is why setting the bar low is good. They need a few generations of chips to build up the good PR before they start delivering more incremental improvements.

I wouldn't be surprised to see an even more budget lineup of phones or tablets come after the Tensor 2 or even Tensor 3 hits the markets which uses the original Tensor. This is one of the key ways to drive up margins. Older fabrication processes become cheaper over time, so the original Tensor chip will get cheaper to produce over time. And for some reason the reviewers are less critical about 1st party silicon being reused for years. It is really a win-win though. Modern SoCs are fast enough that this isn't a bad particularly thing, and costs go down because the process gets more efficient and successful over time which means there are likely environmental benefits.

So, I am looking forward to see what comes of this chip in the future. But, I suspect the future will look very similar to how Apple treats their own chipsets.