Days after Intel released a series of benchmarks to support the claim that the chips outperform Apple’s M1, the company tackled the problem on Thursday by launching an ad campaign with features exclusive to Windows PCs.
Published on Intel’s official Twitter account, the “Go PC” ad push currently consists of two posts and a sponsored YouTube video highlighting the exclusive capabilities of Intel hardware. The company specifically mentions Apple’s Mac, which is an interesting turn of events, since Apple, long an underdog in the PC industry, did the same with its famous “I’m a Mac” series in the early 2000s.
In one ad, Intel points out that Macs cannot play certain games, such as Rocket League, an important point for buyers looking to use their computer as an entertainment console. Another notes that Mac does not support tablet mode with stylus input and touchscreen support. There is no mention of iPad.
A link in both embedded ads leads to a long sponsored video from tech YouTuber Jon Rettinger, explaining why Intel Evo laptops may be better suited to some users than a comparable M1 Mac.
“If you’re looking for a good laptop in 2021, there are many things to consider, but processor choice may be more important than you think,” says a description on Rettinger’s video. “You may be considering Apple’s new M1-based laptops, but before you hit the buy button, let me show you what Intel’s new Evo laptops have to offer!”
In the review, Rettinger touts the 13.3 “ASUS ZenBook Flip S, Razer Book, Razer Core X, CalDigit Thunderbolt Dock, and Samsung T7 Portable SSD, some of which are compatible with existing Mac hardware.
Intel last week released a series of brand new benchmark tests designed to illustrate the prowess of its chip designs over Apple’s new M1 silicon for Mac. The chipmaker selected a number of data points that showed the M1 was failing to complete tasks in a number of popular apps, including Adobe Creative Cloud and Handbrake. Mac’s lack of gaming support was also noted, with Intel confusingly listing unsupported games running at zero frames per second on the Apple platform.
With Intel occupying a dominant position – at least for now – in the chip manufacturing industry, the new ad campaign may do less to promote its products than it does to show how threatened the company feels by Apple’s proprietary ARM designs. Early testing in November suggested that M1 outperformed almost all Intel-powered Macs currently offered by Apple. The Cupertino tech giant plans to migrate its entire Mac line to Apple Silicon within two years.
Today’s ad push also comes after a letter Intel, Qualcomm, Micron and AMD sent to President Joe Biden asking for “substantial funding for semiconductor manufacturing incentives” to be included as part of its economic recovery plans. the government. Apple chip supplier TSMC, meanwhile, is rapidly expanding, largely thanks to orders for A Series and now M1 silicon production.