Interview With David Sroka, USB Product and Strategic Manager at Microchip Technology Inc.  Dave Sroka, USB Product and Strategic Manager at Microchip Technology, draws on over 25 years of USB experience to discuss the company’s extensive USB portfolio and its impact across industries.  He highlights Microchip’s long-standing role in the USB market, emphasizing interoperability, compliance, and the importance of in-house labs that replicate third-party testing to ensure seamless device performance. Dave notes that challenges such as board layout, connector quality, and   integrity often affect reliability, and explains how Microchip supports customers with knowledge resources and design evaluations.  The discussion explores USB applications beyond PCs, from point-of-sale systems to automotive integration with Apple CarPlay, where host/device flexibility adds complexity. Dave explains that despite the adoption of USB 3.0 in PCs, USB 2.0 remains essential in embedded applications, driving demand for Microchip’s robust hub solutions.  He also introduces innovations such as Smart Hub technology for in-field upgrades, enhanced security, and FlexConnect for host switching, as well as advancements in power delivery that improve charging efficiency and thermal safety.  Throughout the conversation, Dave underscores Microchip’s focus on innovation and collaboration, encouraging engineers to leverage the company’s wide range of resources to accelerate development.  Find out more about Microchip’s USB solutions here: https://www.microchip.com/en-us/products/interface-and-connectivity/usb     Time Stamps  [00:27] - Meet Dave Sroka: USB Product Manager  [00:52] - Overview of Microchip's USB Product Portfolio  [04:10] - Core Applications of Microchip USB Products  [06:56] - Microchip's Longevity Policy for USB Products  [07:41] - USB in Automotive Applications  [10:19] - Smart Hub Technology Explained  [12:19] - FlexConnect: Host Switching Capabilities  [14:52] - Power Delivery Features in Microchip USB  [17:04] - Resources for Engineers Using Microchip USB Products   Follow David Sroka  David Sroka on LinkedIn: https://www.linkedin.com/in/davesroka/     If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about Microchip’s smart, connected and secure embedded control solutions and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favorite podcast platform.