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Google’s custom TPU chips are emerging as a serious challenger to NVIDIA’s GPUs, driven by potentially lower total cost of ownership through cheaper pricing and higher energy efficiency.

Investor sentiment has shifted sharply, with companies tied to the TPU supply chain—such as Broadcom, Celestica, and TTM Technologies—far outperforming those more dependent on NVIDIA as expectations for massive TPU deployments grow.

Controlling energy use and cost per token are key variables to giving companies competitive advantages when it comes to the future of the AI hardware landscape.

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As application-specific chips, TPUs are more energy-efficient and potentially cheaper than NVIDIA’s more general-purpose hardware. This could set the stage for a major shift, especially as Google considers selling TPUs externally, including to Meta (NASDAQ: META), transforming what was once an internal tool into a large commercial business. As one example of TPU's spreading influence, in their latest conference call Broadcom (NASDAQ: AVGO) announced their agreement to sell TPU chips to Anthropic has now reached $21 billion by the end of 2026. With Wall Street forecasting $86 billion in sales next year for Broadcom, you can see how much influence the deal has on their top and bottom lines.
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