Microsoft unveiled two chips at its Ignite conference in Seattle on Wednesday.
The first, its Maia 100 artificial intelligence chip, could compete with Nvidia’s highly sought-after AI graphics processing units. The second, a Cobalt 100 Arm chip, is aimed at general computing tasks and could compete with Intel processors.
Cash-rich technology companies have begun giving their clients more options for cloud infrastructure they can use to run applications. Alibaba, Amazon and Google have done this for years. Microsoft, with about $144 billion in cash at the end of October, had 21.5% cloud market share in 2022, behind only Amazon, according to one estimate.
Virtual-machine instances running on the Cobalt chips will become commercially available through Microsoft’s Azure cloud in 2024, Rani Borkar, a corporate vice president, told CNBC in an interview. She did not provide a timeline for releasing the Maia 100.
Google announced its original tensor processing unit for AI in 2016. Amazon Web Services revealed its Graviton Arm-based chip and Inferentia AI processor in 2018, and it announced Trainium, for training models, in 2020.
Special AI chips from cloud providers might be able to help meet demand when there’s a GPU shortage. But Microsoft and its peers in cloud computing aren’t planning to let companies buy servers containing their chips, unlike Nvidia or AMD.
The company built its chip for AI computing based on customer feedback, Borkar explained.
Microsoft is testing how Maia 100 stands up to the needs of its Bing search engine’s AI chatbot (now called Copilot instead of Bing Chat), the GitHub Copilot coding assistant and GPT-3.5-Turbo, a large language model from Microsoft-backed OpenAI, Borkar said. OpenAI has fed its language models with large quantities of information from the internet, and they can generate email messages, summarize documents and answer questions with a few words of human instruction.
The GPT-3.5-Turbo model works in OpenAI’s ChatGPT assistant, which became popular soon after becoming available last year. Then companies moved quickly to add similar chat capabilities to their software, increasing demand for GPUs.
“We’ve been working across the board and [with] all of our different suppliers to help improve our supply position and support many of our customers and the demand that they’ve put in front of us,” Colette Kress, Nvidia’s finance chief, said at an Evercore conference in New York in September.
OpenAI has previously trained models on Nvidia GPUs in Azure.
In addition to designing the Maia chip, Microsoft has devised custom liquid-cooled hardware called Sidekicks that fit in racks right next to racks containing Maia servers. The company can install the server racks and the Sidekick racks without the need for retrofitting, a spokesperson said.
With GPUs, making the most of limited data center space can pose challenges. Companies sometimes put a few servers containing GPUs at the bottom of a rack like “orphans” to prevent overheating, rather than filling up the rack from top to bottom, said Steve Tuck, co-founder and CEO of server startup Oxide Computer. Companies sometimes add cooling systems to reduce temperatures, Tuck said.
Microsoft might see faster adoption of Cobalt processors than the Maia AI chips if Amazon’s experience is a guide. Microsoft is testing its Teams app and Azure SQL Database service on Cobalt. So far, they’ve performed 40% better than on Azure’s existing Arm-based chips, which come from startup Ampere, Microsoft said.
In the past year and a half, as prices and interest rates have moved higher, many companies have sought out methods of making their cloud spending more efficient, and for AWS customers, Graviton has been one of them. All of AWS’ top 100 customers are now using the Arm-based chips, which can yield a 40% price-performance improvement, Vice President Dave Brown said.
Moving from GPUs to AWS Trainium AI chips can be more complicated than migrating from Intel Xeons to Gravitons, though. Each AI model has its own quirks. Many people have worked to make a variety of tools work on Arm because of their prevalence in mobile devices, and that’s less true in silicon for AI, Brown said. But over time, he said, he would expect organizations to see similar price-performance gains with Trainium in comparison with GPUs.
“We have shared these specs with the ecosystem and with a lot of our partners in the ecosystem, which benefits all of our Azure customers,” she said.
Borkar said she didn’t have details on Maia’s performance compared with alternatives such as Nvidia’s H100. On Monday, Nvidia said its H200 will start shipping in the second quarter of 2024.
The position was valued at about $160 million as of Wednesday’s close.
Tripadvisor shares have been flat since the start of the year after plummeting more than 30% in 2024. Last year, the travel review and booking company said it created a special committee to explore potential options.
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People stand in front of an Apple store in Beijing, China, on April 9, 2025.
Tingshu Wang | Reuters
Apple iPhone sales in China rose in the second quarter of the year for the first time in two years, Counterpoint Research said, as the tech giant looks to turnaround its business in one of its most critical markets.
Sales of iPhones in China jumped 8% year-on-year in the three months to the end of June, according to Counterpoint Research. It’s the first time Apple has recorded growth in China since the second quarter of 2023.
Apple’s performance was boosted by promotions in May as Chinese e-commerce firms discounted Apple’s iPhone 16 models, its latest devices, Counterpoint said. The tech giant also increased trade-in prices for some iPhone.
“Apple’s adjustment of iPhone prices in May was well timed and well received, coming a week ahead of the 618 shopping festival,” Ethan Qi, associate director at Counterpoint said in a press release. The 618 shopping festival happens in China every June and e-commerce retailers offer heavy discounts.
Apple’s return to growth in China will be welcomed by investors who have seen the company’s stock fall around 15% this year as it faces a number of headwinds.
Since then, Huawei has aggressively launched devices in China and has even begun dipping its toe back into international markets. The Chinese tech giant has found success eating away at some of Apple’s market share in China.
Huawei’s sales rose 12% year-on-year in the second-quarter, according to Counterpoint. The firm was the biggest player in China by market share in the second quarter, followed by Vivo and then Apple in third place.
“Huawei is still riding high on core user loyalty as they replace their old phones for new Huawei releases,” Counterpoint Senior Analyst Ivan Lam said.
Chinese tech giant Baidu has bolstered its core search platform with artificial intelligence in the biggest overhaul of the product in 10 years.
Analysts told CNBC the move was a bid to keep ahead of fast-moving rivals like DeepSeek, rather than traditional search players.
“There has been some small pressure on the search business but the focus on AI and Ernie Bot is a key move ahead,” Dan Ives, global head of tech research at Wedbush Securities, told CNBC by email. Ernie Bot is Baidu’s AI chatbot.
“Baidu is not waiting around to watch the paint dry, full steam ahead on AI,” he added.
Baidu AI overhaul
Baidu is China’s biggest search engine, but — as is also being seen by Google — the search market is being disrupted.
Users are flocking instead to AI services such as ChatGPT or DeepSeek, which shocked the world this year with its advanced model it claimed was created at a fraction of the cost of rivals.
But Kai Wang, Asia equity market strategist at Morningstar, also noted that short video platforms such as Douyin and Kuaishou are also getting into AI search and piling pressure on Baidu.
To counter this, Baidu made some major changes to its core search product:
Users can now enter more than a thousand characters in the search box, versus 28 previously;
Questions can be asked in a more direct and conversational manner, mirroring how people now use chatbots;
Users can ask questions through voice but also prompt the seach engine with pictures and files;
Baidu has integrated its AI chatbot features, which enable users to generate photos, text and videos, into the product.
“This is more aligned with how people use ChatGPT and DeepSeek in terms of how they look for answers,” Wang said.
Outside of China, Google has also been looking to enhance its core search product with AI, highlighting how search has been under pressure from the burgeoning technology.
Baidu on the offense
Baidu was one of China’s first movers when it came to AI, releasing its first models and ChatGPT-style product Ernie Bot to the public in 2023. Since then, it has aggressively launched updated AI models.
However, the Beijing-headquartered company has also faced intense competition from fellow tech giants like Alibaba and Tencent, as well as upstarts such as DeepSeek.
These companies have also been launching new models and infusing AI into their products and Baidu’s stock has fallen behind as a result. Baidu shares have risen around 2.5% this year, versus a 30.5% surge for Alibaba and a 20% rise for Tencent.
“This is a defensive and offensive move … Baidu needs to be aggressive and perception-wise show they are not the little brother to Tencent on the AI front,” Wedbush Securities’ Ives added.
