The Wall Street Journal explores some of the detail behind a number of recent moves Apple has made. It all started last April when it was revealed that Apple had acquired custom chip design company P.A. Semi. Recently Apple has started hiring key figures from the chip industry, including Mark Papermaster.

WSJ cites people familiar with Apple’s plans saying that the acquisition of assets and staff could aid Apple in designing and manufacturing “chips to sharply reduce the power consumption of its hit iPhone and iPod touch devices, and possibly add graphics circuitry to help its hardware play realistic game software and high-definition videos”.