Apparently it just isn’t good enough.
Hell has no fury like a chipmaker who has just been told by their longtime lover that they prefer to be alone.
Ever since Apple introduced its own Silicon M1 chip in new MacBooks, Intel has hired a new CEO and looked for a support group.
Why, Intel’s new CEO Pat Gelsinger immediately urged his staff, “We need to deliver better products to the PC ecosystem than anything that makes a lifestyle company in Cupertino.”
And now his company is engaged in insults against Apple in the home of insults – Twitter.
Wednesday, Intel’s own Twitter feed offered harsh words for Apple: “If you can drive a rocket launch and launch Rocket League, you’re not on a Mac. Go to the PC.”
You may not even be on the right track to a balanced life, but these are powerful and insulting words. Go scientist gamers, you can save the world.
This was a follow-up to last week’s Cupertino spot: “If you can flip through Photoshop thumbnails with your real thumb, you’re not on a Mac. Go to the PC.”
To which Intel added, “Only a PC offers tablet mode, touchscreen and stylus capabilities in one device.”
Oh, this is an ad for the Microsoft Surface?
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Each of these ads links to a nine-minute video by YouTuber Jon Rettinger, surprisingly detailing the M1 Mac’s shortcomings, suggesting Intel has a bright future, praising Intel Evo branding, and adoring the Asus ZenBook Flip S. .
Mocking a MacBook for only having a USB-C port seems a bit shortsighted when the M1 MacBook’s physical design is identical to the MacBook Intel enjoyed inside.
Oddly enough, Apple still sells computers with Intel processors. And this campaign feels a bit like a crying Brad throwing ibex at Angelina.
Yet there is an urgent agenda here.
Gelsinger must of course express confidence in his company after a painful blow. But as much as anything, campaigns like this exist to bolster internal morale rather than immediately instigate a major migration of Apple users.
Some may wonder where this aggressive Intel was as Apple made headway in creating its own guts.
But who can’t look forward to Intel’s next Apple bashing ad? It’s a technique that always works, right?