Apple is developing its own graphics chips for iPhone

Imaging that special effects and graphics are now things made by Apple itself.

Imagination Technologies, the British chip designer that provides Power-VR graphics processors for use in the iPhone and iPad, has said that Apple will no longer be licensing its technology in less than two years’ time.

Getting your job done in the market can be learnt from the Apple Company. they are at it’s best when they were ordering a British Company to manufacture their GUI Chips.

The development is in a major crisis, which relies on Apple for about half of its revenue and will stop receiving royalties on iPhone and iPad devices within 15 to 24 months from now. Apple currently holds more than 8 percent of the company

Apple is one of only a handful of phone makers to develop its own mobile processors, but now it appears that the U.S. firm will go one step further and design the graphics component itself, too.

Apple is tight-lipped about the technology that powers its products, but long-time partner Imagination Technologies has revealed that Apple has told it that it will cease to use its intellectual property for GPU chips within 15-24 months. That’s apparently because it wants to use its own home-spun alternative.

“Apple has asserted that it has been working on a separate, independent graphics design in order to control its products and will be reducing its future reliance on Imagination’s technology,” Imagination said in a statement.

While the prospect of a custom GPU will excite iPhone aficionados for potential performance gains, it is a massive blow for the British tech firm. Like many of Apple’s partners, it has come to rely on the iPhone-maker for the majority of its revenue. Indeed, Reuters reports that its share price has plunged by 69 percent on the back of this disclosure.

Almost a year ago, in a rare disclosure, Apple confirmed rumors that it considered buying Imagination. However, in less than six months later, MacRumors reported that Apple had poached a handful of graphics engineers.

“Apple’s notification has led Imagination to discuss with Apple potential alternative commercial arrangements for the current license and royalty agreement,’” the firm added, hinting that the two could reach an arrangement in the future.