Twitter takes Apple’s side

From Creative Bloq’s “Intel’s attack on Apple backfires spectacularly” posted Friday:

In case you haven’t noticed, a rivalry has begun between two tech giants: Intel and Apple. The two have been firm partners since 2005, but Apple began untangling itself from Intel when it began production of machines containing a self-made silicon chip last year. With rumours of Apple going totally self-sufficient as soon as March this year, we’ve been waiting to see how Intel would react.

So far, responses have been limited to rumours of Intel stepping up the capability of its own processors. But Intel has just changed the game with an advertising campaign designed to go straight for the jugular.

‘Go PC’ is a series of ads running on Twitter and across the internet, which directly challenge the function of Apple’s Mac line, mocking them for the things they’re unable to do – and, of course, pushing a PC as the better option… It’s a pretty bold move, which shows Intel is seemingly up for the battle against a rival chip that’s already being praised for changing the game.

It’s a big statement from Intel to go so hard on this messaging, but is it a gamble that’s paid off? If responses on Twitter are anything to go by, it may have backfired somewhat, with overwhelmingly derisive comments flooding in regarding the capability of the Intel processor. There’s even celebration that Intel no longer has the monopoly over the processor market (the comparison to Nokia seems especially apt).

Sample tweets:

My take: Not much love left for Wintel.


  1. Jerry Doyle said:
    The outstanding response for me came from Ms. Miley Hollenberg: “…. It’s funny how you, Intel, one of the largest CPU chip manufacturers, are targeting customer features for your ad campaign rather than the actual performance of your chips. M1 Macs are powerful and you know it, ….”.

    Ms. Hollenberg’s comment blends with my previous comment on the Zuck on Cook, “We need to inflict Pain.” As Ms. Hollenberg denotes to Intel, “(why) are (you) targeting customer features for your ad campaign rather than the actual performance of your chips?”

    Intel would do better, come across professionally and gain public respect in admitting it got leapfrogged by Apple and now we as a company need to put our heads to the grindstone and go to work. That’s what motivates Intel workers.

    Sometimes the old cliché “Less is More,” is the perfect response.

    February 13, 2021
  2. Aaron Belich said:
    AMD / Apple Silicon have taken over our house. Intel is doomed in the home for the next decade by the looks of it.

    February 13, 2021
  3. Fred Stein said:
    Desperation is the mother of dumb moves. Almost no one switches platforms fora few features, especially after four decades. If anything, users are switching to the Mac.

    Further, Intel kinda forced Apple to invest in M-series years ago when they prioritized their cloud server chips over laptop chips; and when they fell behind in chip manufacturing.

    February 13, 2021
  4. Fred Stein said:
    Intel lost everything about cellular-based computing: No SmartPhone, no Watch, no tablet, no 5G. They tried and failed to get into IoT and Automotive. They are behind in AI and PCs They’ve made big acquisitions, in failed attempts to catch up, in all these areas.

    Their ad exposes their vulnerability. It will fade like “New Coke” or Microsoft’s Kin.

    February 13, 2021
    • David Emery said:
      Don’t forget Intel’s failure to develop cell modems as an alternative to Qualcomm. Now granted Intel had a significant headwind with Qualcomm’s control of patents (and at best -highly questionable- licensing terms for Standards-Essential Patents.) But I suspect a big part of Intel’s failure was not functionality, but performance vs heat. That’s really where Intel lost its market lead.

      February 13, 2021
  5. Romeo A Esparrago Jr said:
    I like this one:

    “ Only Intel processors run so hot they can serve as PC and a fried chicken warmer in a single device.
    hashtagGoPC picdottwitterdotcom/hk0MchQ5gY February 12, 2021 “

    February 13, 2021
    • Gregg Thurman said:
      “Only Intel processors run so hot they can serve as PC and a fried chicken warmer in a single device.”

      Therein lies the biggest difference between CISC (Intel) and RISC (ARM) processors.

      Until Intel adopts the RISC architecture they are toast. Intel doesn’t have to worry about losing the Wintel duopoly, MSFT is already exploring ARM processors of its own DESIGN, which means a major rewrite of everything MSFT. It also means many years of effort just to get where Apple is today.

      If AMD was smart it would develop an ARM processor to run Windows (fabbed by TSMC its current fab partner) now that would be the death knell for Intel.

      February 13, 2021
  6. Michael Goldfeder said:
    Giving new meaning to the phrase: “All bark and no bite.”

    BTW, you can’t spell irrelevant without Intel!

    February 13, 2021
  7. The market for automotive chips in 2020 was ~$33b. It is expected to reach ~$60b in 2025. Supply may be constrained for years given new demands for these mobile microelectronics (Lidar, battery mgmt, kids in backseat w/VR headsets… ) Apple may be poised to give NXP, STMicro & TI a run for their $$, Nvidia is already. What if Apple’s real strategy is to produce essential components used in multiple models by different manufacturers? CarPlay is there already.

    February 13, 2021
    • David Drinkwater said:
      I don’t totally agree on your assessment of the 2020 market, because our fab saw demands plummet for almost everything except pressure and airflow, and our prior demand was significantly automotive, but I’m not the business guy: I just see the wafers that are moving through the factory.

      February 13, 2021
  8. John Konopka said:
    No fan of Intel, but there are in a hard spot. They don’t make PCs so they don’t control their own fate. They have to hype something.

    They remind me of the coyote in the roadrunner cartoons when he runs way off the cliff before recognizing there is no ground below him. Intel pushed so hard on clock speed for years and ignored everything else. Physics put a limit on clock speed and now they are trying to catch up to other technologies.

    I wonder what happened? I heard some time back that a high up person was a strong promoter of a particular process that never panned out. Maybe they got to be too big and too complicated? Instead of being run by a few people they were making decisions by committee?

    February 13, 2021
  9. David Drinkwater said:
    If your not at work, go Mac. FPC.

    February 13, 2021
  10. Kirk DeBernardi said:
    Everything arcs.

    February 15, 2021

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