Hi, I have seen a custom PCB design having Arduino and USB connector. They use USB Digital Isolator ADuM3160 by Analog Devices which I am not sure why do we need such isolation. In which this chip is more significant to use in custom PCB designs ?
Your application tells whether you need isolation or not.
Maybe it´s a measurement device which needs galvanic isolation to the input.
Maybe it´s an audio device that wants to avoid ground loops.
Or it´s a medical equippment that needs to comply with higher safety standards then SELV.
Or any other reason...