Intel's Anti-Mac Ad Campaign Highlights M1 Shortcomings

[philstubbington]

With the launch of the M1 Macs last November, Apple officially began its transition away from Intel's chips, and it's clear from Intel's latest advertising campaign that the company is feeling threatened by Apple's decision.

In ads shared on Twitter, Intel has been highlighting the shortcomings of Apple's M1 Mac lineup. An ad this week, for example, points out the gaming capabilities of Intel chips. Intel mentions Rocket League, a game that is not available on Apple's platform.

https://twitter.com/x/status/1359556486150635520

An ad from last week highlighted by 9to5Mac points out the lack of a touchscreen on Apple's Macs. "Only a PC offers tablet mode, touch screen and stylus capabilities in a single device," reads Intel's tweet.

https://twitter.com/x/status/1356633480776531968

Intel's tweets link to a video from YouTuber Jon Rettinger demoing laptops equipped with Intel chips and comparing them to the M1 Macs.

Apple's M1 chips received a lot of attention at launch due to their impressive speed and power efficiency, which is not matched by Intel chips. Earlier this week, Intel launched a series of "carefully crafted" benchmarks designed to prove that Intel's 11th-generation processors are better than the M1 chips, but the benchmarks were designed to favor Intel machines and were described by Apple columnist Jason Snell as "M1-unfriendly."

Intel's anti-Apple advertising is likely just getting started, as Apple plans to be largely free of Intel chips within a two year period. Apple is transitioning its entire Mac lineup to Apple silicon chips, with the MacBook Pro and iMac set to be refreshed next.

Article Link: Intel's Anti-Mac Ad Campaign Highlights M1 Shortcomings

The comment about USB is a bit daft - everyone knows that standards move on. It did remind me to buy a USB to Thunderbolt adaptor though for my new M1 MacBook Air so I can use my old scanner (and a few other devices too).

 

[Thehangmn]

ooo... do they have slide out keyboards too!? PCs are the best thing since the BlackBerry 9800!

 

[bn-7bc]

Intel really is feeling the heat it seems.

Nah TSMC is feeling the literal heat, their foundry is running overtime lol

 

[Axemantitan]

Also, all the hate against touchscreen laptops is kind of annoying. It would be nice to have as an option, especially since the ecosystems are coming together. For people who don't want them, they wouldn't have to use them, but it would be great for developers (or others who just want those features) to fully test their apps on the machines they code them on.

Especially with iOS apps now being available on Mac OS. Samsung has a range of laptops with touchscreens. It would be nice if Apple were to offer something similar.

 

[Psychicbob]

If you can see smoke coming out the vents, you’re not on a Mac ...........

 

[bn-7bc]

Intel is making record revenues and profits. What’s your definition of "struggling"?

I supect op means, they might struggle going forward, now that Apple hase to some degree proved that you can build a top class laptop cpu base on ARMm some of the “arm is only for cheap shityy laptops“ stigma is gone. Fair enugh you have to do some serious work, and todays $9.99 spechial at the chenchen electronics market will nit get you there, but if you invest and your target demographic is willing an able to pay, x64 isn’t the only game in town any mire

 

[chucker23n1]

Intel is making record revenues and profits. What’s your definition of "struggling"?

Blackberry was making record revenues after the iPhone launched. It can be a lagging indicator.

 

[bn-7bc]

Intel is about to lose their consumer market. Server market is still huge. I’m betting they’re getting heat from PC manufacturing, ie HP, Lenovo, Dell for not innovating. Look at Microsoft’s S-chip. Even Msft is frustrated.

Well the server market migt not be safe either, OpenPower and Risc V could be serious contenders esp fot newer cloud only workloads that dies not depend on legacy x64 code bades

 

[portland_bill]

If your machine is not being exploited via the IME back door then you’re not on a Mac. 😂

 

[Marbles1]

Nice of Intel to advertise the benefits of AMD processors.

 

[nouspa]

Embarrassing.

 

[bn-7bc]

The Apple Silicon architecture is a Best Fit for the MacBook Air.

Apple can go up a-little (various MacBook Pro models) & down-alittle (a lower-end MacBook Air model) from there, but NOT much in either direction.

Anything more than that is just Tim Cook's Smoke & Mirrors / Dog & Pony Show marketing.

You are probably right, init’s current iteration, but who kniws what apple has lurking in their labs, I certainly don’t, do you? In case you do an can say anything without violating an NDA or 10, do tell

 

[Tozovac]

I'm super glad that MacBooks don't have touch screens.

I don't want it.

The last time I was shopping for a PC laptop, I was specifically looking for one without a touchscreen.

Right. That’s why Windows 10‘s interface is a bland, oversized space-wasting flat design mess. Big Sur is as flat and monochromatic as I can take.

Apple Mac OS team: Stay Touchless.

 

[TehFalcon]

This is turning out to be a VERY salty divorce.

 

[dazzer21-2]

So, unless I'm reading this wrong, this is meant to be a straight Intel vs M1 CPU comparison? I can only assume that's the reason these ads come from Intel themselves. It looks to me, though, that (for instance, in the case of the Rocket League ad) the issue they highlight is that a Mac can't run Windows. Surely, that's something for Microsoft to pipe up about. As far as I am aware (correct me if I'm wrong), the Intel laptop market contains nothing that can touch the M1 in a $999 laptop in terms of power and effieciency at that price. Also, am I correct in that Windows doesn't come with anything like Quicklook either, without downloading a 3rd party app. I presume that's what the Photoshop one is all about - viewing PSDs at desktop level, rather than within Photoshop itself, in which case, that's just plain wrong. Do intel actually know how the companies thay sell their CPUs to actually utilise them? And touchscreen doesn't matter to me. Full stop. I find this confusing.

 

[Arctic Moose]

The Apple Silicon architecture is a Best Fit for the MacBook Air.

Apple can go up a-little (various MacBook Pro models) & down-alittle (a lower-end MacBook Air model) from there, but NOT much in either direction.

How so? The cheapest Mac you can buy with the (presumably) low-end M1 already beats every single Intel Mac, including the $5000 Intel Xeon Mac Pro, at single-core performance.

What makes you think that throwing more cores, higher clock speeds and more RAM in an M1x will not be competitive?

I’ll concede that the graphics question has not been answered yet, but I am pretty confident that this is something Apple took into account before starting the transition.

 

[aknabi]

So Intel is in full-on spoiled brat mode... on one hand spitting at and blaming the other kids for their screw ups... and also asking Mom to fix their mistakes (see the MR story on "Intel and AMD Ask for Government Incentives While Apple Supplier TSMC Expands to Meet Unprecedented Demand")

 

[philstubbington]

Blackberry was making record revenues after the iPhone launched. It can be a lagging indicator.

A picture paints a thousand words

Quite happy with my Apple stock, although Logitech is doing way better.

 

[gas-an]

That enormous GPU enclosure looks ridiculous, seriously would anyone with the money to by a high end enclosure + GPU + monitors think it sensible to plug an 'high end' intel based laptop into it?
Just buy a better desktop plus a cheap M1 mac for the same money

 

[ruka.snow]

I would have expected Intel to come out and say they are working on the Pentium 5 or something to re-capture some mind share and let people know they are getting back into the race. But they instead chose to try convince people that their subpar processors are still on top. I guess with the right pair of glasses, Rome isn't burning.

 

[rmoliv]

I'm trying not to be objective and not just be an Apple fanboy here, but... this is desperate stuff from Intel, isn't it? Is this the best they can do?

Was it desperate stuff by Apple when they did the same kind of ads targeting PCs? You're not even trying to be objective.

 

[dazzer21-2]

Was it desperate stuff by Apple when they did the same kind of ads targeting PCs? You're not even trying to be objective.

But weren't Apple promoting a notion that 'Mac and PC USERS are in essence different people' and were pushing apple towards being more of a lifestyle/creative choice; showing PC users to be bland, Excel-using robots where the Mac guy was pictures as being a cool, laid-back individual who got satisfaction in carrying out less generic tasks to be more creative? That's a campaign that took users in, otherwise we wouldn't be talking about it. The bar is set a little lower in this case.

 

[Icelus]

Thanks for the intel.

 

[atoqir]

I am very pro Apple and have lots of Apple gear but the sad reality is when you are a gamer you are stuck on PC.

You can play a lot of games on Playstation but some genres are only fun or available on PC. (like Anno, Settlers, etc)

 

[baryon]

If you can get 3rd degree burns on your thighs while doing absolutely nothing and still be slow at it,
you're on an Intel.