Days after Intel released a series of benchmarks to back up claims that its chips perform better than Apple’s M1, the company pressed the issue on Thursday by launching an ad campaign that includes exclusive features of Windows PC
Posted on Intel’s official Twitter account, the “Go PC” ad push currently consists of two posts and a YouTube-sponsored video highlighting the unique capabilities of the class offered by Intel hardware. The company specifically calls Apple’s Mac, an interesting turn of events given that Apple, which had long since lost the computer industry, did the same with its famous series “I’m a Mac” in the early 2000s.
In an ad, Intel notes that Macs cannot play certain games like Rocket League, an important point for buyers who want to use their computer as an entertainment console. Another note that the Mac does not support a tablet mode with stylus input and touch screen compatibility. No mention is made of the iPad.
A link to the two embedded ads leads to a long video sponsored by YouTuber technician Jon Rettinger, which breaks down why Intel Evo laptops may be more suitable for some users than a comparable Mac M1.
“If you’re looking for a good laptop in 2021, there are many things to keep in mind, but the choice of processor may be more important than you think,” says a description in Rettinger’s video. “You may be thinking about Apple’s new M1-based laptops, but before you hit the buy button, let me show you what Intel’s new Evo laptops can offer you.”
In the overview, Rettinger promotes the ASUS ZenBook Flip S, Razer Book, Razer Core X, CalDigit Thunderbolt Dock and 13.3 “Samsung T7 portable SSD, some of which are compatible with existing Mac hardware.
Last week, Intel launched a series of benchmark tests designed to illustrate the dexterity of its chip designs on Apple’s new silicon M1 for Mac. The chip maker selected a number of data points that apparently showed that the M1 fell short when it completed tasks in several popular applications, including Adobe Creative Cloud and Handbrake. There was also a lack of support for Mac games, with Intel confusingly the list of unsupported games at zero frames per second on Apple’s platform.
With Intel in a dominant position (at least for now) in the chipmaking industry, the new advertising campaign may do less to promote its products than demonstrate the threat the company feels to Apple’s internal ARM designs. Early tests in November suggested that M1 outperformed almost every Mac with Intel technology currently offered by Apple. The Cupertino-based technology giant plans to migrate its entire Mac line to Apple Silicon within two years.
Today’s advertising breakthrough also comes after a letter Intel, Qualcomm, Micron and AMD sent to President Joe Biden calling for “substantial funding for semiconductor manufacturing incentives” to be included. apart from the administration’s economic recovery plans. Meanwhile, Apple’s chip supplier, TSMC, is expanding rapidly thanks in large part to orders for silicon A-series and now M1 production.