A few days after Intel released a series of benchmarks to support claims that its chips perform better than the Apple M1, the company launched the issue on Thursday by launching an advertising campaign listing features that are exclusive to Windows computers.
Posted on the official Intel Twitter account, the push of the “Go PC” ad currently consists of two posts and a sponsored YouTube video that highlights the exclusive capabilities offered by Intel hardware. The company specifically calls the Apple Mac an interesting change, given that Apple, long subordinated to the PC industry, did the same with its famous “I’m a Mac” series in the early 2000s.
In an announcement, Intel points out that Macs cannot play certain games such as Rocket League, an important point for buyers who want to use their computer as an entertainment console. Another note Mac does not support a tablet mode with stylus input and touch screen support. No mention is made of the iPad.
A link in both embedded ads leads to a video sponsored by YouTuber technology user Jon Rettinger, which describes why Intel Evo laptops might 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 consider, but choosing a processor may be more important than you think,” reads a description in the Rettinger video. “You may be thinking about the new Apple M1-based laptops, but before you hit the buy button, let me show you what the new Intel Evo laptops can offer you!”
In general, Rettinger features 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 reference tests chosen by cherries, designed to illustrate the skill of its chip projects towards the new Apple M1 silicon for Mac. The chip maker selected a number of data points that showed that apparently M1 failed to complete tasks in a number of popular applications, including Adobe Creative Cloud and Handbrake. Mac’s lack of gaming support was also noted, with Intel confusingly scoring unsupported games at zero frames per second on the Apple platform.
With Intel in a dominant position – at least for now – in the chipmaking industry, the new ad campaign can do less to promote its products than demonstrate how threatened the company feels by Apple’s internal ARM projects. Early tests in November suggested that the M1 outperformed almost all Intel-powered Macs currently offered by Apple. Technical giant Cupertino plans to migrate its entire Mac line to Apple Silicon within two years.
Today’s announcement also comes after a letter from Intel, Qualcomm, Micron and AMD to President Joe Biden calling for “substantial funding for semiconductor production incentives” as part of the company’s economic recovery plans. administration. Meanwhile, Apple chip maker TSMC is expanding rapidly due in large part to orders for Series A production and now M1 silicon production.