Apple's Pentium moment

In the 1990s, as the market shifted from the 80486 processor to the newer Pentium processor, Intel had a problem. On some Pentium processors, a certain mathematical operation was incorrect. It was called the "FDIV bug". What made this a problem was that the error was detected only after a significant number of Pentium processors had been sold inside PCs.

Now that Apple is designing its own processors (not just the M-series for Mac computers but also the A-series for phones and tablets), Apple faces the risk of a similar problem.

It's possible that Apple will have a rather embarrassing problem with one of its processors. The question is: how will Apple handle it?

In my not-so-happy prediction, the problem will be more than an exploit that allows data to be extracted from the protected vault in the processor, or memory to be read across processes. It will be more severe. It will be a problem with the instruction set, much like Intel's FDIV problem.

If we assume that the situation will be roughly the same as the Intel problem, then we will see:

- A new processor (or a set of new processors) from Apple
- These processors will have been released; they will be in at least one product and perhaps more
- The problem will be rare, but repeatable. If one creates a specific sequence, one can see the problem

Apple may be able to correct it with an update. If it is, then Apple's course is easy: an apology and an update. Apple may take some minor damage to its reputation, which will fade over time.

Or maybe the problem cannot be fixed with an update. The error might be "hard-coded" into the chip. Apple now has a few options, all of them bad but some less bad than others.

It can fix the problem, build a new set of processors, and then assemble new products and offer free replacements. Replacing the defective units is expensive for Apple, in the short term. It probably creates the most customer loyalty, which can improve revenue and profits in the longer term.

Apple could build a new set of products and instead of offering free replacements, offer high trade-in values for the older units. Less expensive in the short term, but less loyalty moving forward.

I'm not saying that this will happen. I'm saying that it may happen. I have no connection with Apple (other than as a customer) and no insight into their design process and quality assurance procedures.

Intel, when faced with the FDIV bug, handled it poorly. Yet Intel survives today, so its response was not fatal. Let's see what Apple does.