Custom chips appears to be making a comeback in the Android space. A few months ago, when iQOO launched their new flagship Android smartphone, the iQOO 13 Pro, I noticed something interesting. The smartphone comes equipped with not just the Snapdragon 8 Elite chipset, but also with iQOO’s in-house custom chip. This is a specialized gaming chip called the Q2 Supercomputing Chip (or simply Q2 Chip). So let’s discuss why Custom Chips are trending Among Android OEMs.
When I read about the Q2 Chip, I couldn’t help but notice that other Android OEMs are also adopting specialized auxiliary chips or custom chips.
Consider the following examples:
- Red Magic 10 Pro: uses the RedCore 3 chip, another custom solution designed with gaming in mind.
- Xiaomi 12S Ultra and Xiaomi 13 Pro: both use the Surge P1 Power Management Chip for fast charging and battery management.
- Vivo X90 Pro and Vivo X100 series: are equipped with the Vivo V2 Imaging Chip to enhance image processing and low-light photography.
- OPPO Find X5 Pro and OPPO Reno 10 Pro+: uses the MariSilicon X chip, which enhances image and video processing with real-time 4K HDR capabilities.
- OnePlus Ace 5 Pro: Expected to include the Fengchi Game Core chip, which improves battery efficiency, optimizes performance release logic, and offers a high-end gaming experience with 120 FPS and 1080p resolution support.
There are other examples from other brands, but the trend is clear: Android OEMs are increasingly investing in proprietary chips to differentiate their flagship smartphones. This begs the question: why are they doing this? What’s driving this new trend?
Why Custom Chips are Trending Among Android OEMs
The return of custom chips represents a significant shift in how Android OEMs approach product differentiation. With fierce competition in the smartphone market, brands need unique selling points to stand out. Proprietary chips offer several advantages:
Enhanced Performance:
Custom chips allow OEMs to optimize for specific features like gaming, imaging, or battery life. This way, OEMs can achieve performance gains that go beyond the capabilities of standard processors. For example, gaming-focused chips like the RedCore 3 and Q2 Supercomputing Chip provide smoother frame rates and higher resolutions, making them invaluable for mobile gamers. Similarly, chips like Vivo’s V2 enhance image processing by accelerating computational photography tasks, such as HDR imaging and low-light photography. These targeted improvements not only enhance the end-user experience but also allow brands to differentiate their devices from competitors in an increasingly saturated market.
Brand Identity:
Specialized chips give OEMs an opportunity to create a unique ecosystem of features and experiences. These chips allow manufacturers to deliver features that are tightly integrated with their hardware and software, providing a seamless user experience. For instance, imaging chips like OPPO’s MariSilicon X not only improve photo and video quality but also enhance the brand’s reputation for superior camera performance. Gaming chips like iQOO’s Q2 or RedMagic’s RedCore 3 create a distinctive identity in the gaming segment. This uniqueness fosters brand loyalty, as users associate certain high-end features exclusively with a particular manufacturer, setting them apart in a competitive market.
Cost Efficiency:
By designing in-house solutions, OEMs can reduce reliance on third-party suppliers like Qualcomm and MediaTek, potentially lowering costs in the long run. While upfront investment in research and development for custom chips can be substantial, the long-term benefits often outweigh these initial expenses. Custom chips eliminate licensing fees and dependency on external supply chains, allowing manufacturers to streamline production processes and control costs. Additionally, these chips provide flexibility to optimize specific functionalities, reducing the need for overpowered or redundant components. This strategic move not only minimizes costs but also improves profit margins, making flagship smartphones more competitive in pricing while maintaining high-end performance.
Market Segmentation:
Custom chips enable brands to target niche audiences, such as gamers or photography enthusiasts, with tailored features.
Everyday Applications
There are several benefits to the end user when companies decide to use in-house custom chips. These include:
- Streaming Services: Platforms like Netflix and YouTube often use these techniques to improve video quality, especially when streaming over slower internet connections.
- Gaming: Custom chips enable smoother gameplay and sharper graphics, particularly in resource-intensive games.
- Photography and Video Recording: Auxiliary chips like Vivo’s V2 or OPPO’s MariSilicon X enhance imaging capabilities, offering better low-light performance and real-time HDR effects.
In the end, custom chips represent the future of Android smartphones. They offer streamlined performance and user experience that is tailored to specific needs.
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