Just under the wire for 2005, Intel announced Friday that it was changing its logo and slogan after 37 years, making the characters a bit more streamlined and the catchphrase more imperative. The "Leap Ahead" logo no longer advertises what's inside; rather, it informs the user what's to come.
It's not a horrendous slogan and it definitely has a certain ring to it, not unlike "Just Do It" or "Tastes Great, Less Filling." Or, I suppose, "Think Different."
So I guess all those discussions about whether Apple will put "Intel Inside" stickers on its PowerMacs and iBooks are null and void, right?
Not really. Now, a slightly different question remains: Will Apple adopt "Leap Ahead" for its computers?
Before you write me off, let's put it into perspective. For one, it's rather interesting that Intel would announce such a major shirt less than two weeks before Apple is expected to roll out its first batch of Intel-based Macs.
And Intel said itself that the slogan is a departure from its generic PC business and make a push into consumer electronics.
Wait. Isn't the iPod a consumer electronic, if not one of the most widely-used ones? And aren't there a bunch of rumors floating around that places Apple at the forefront of digital music distribution, both handheld and in the living room?
So, hear me out. What if, when you turned on your stickerless Mac mini, a little "Leap Ahead" insignia flashed just below the Apple symbol?
No? OK, what if the Intel swirl showed on the screen when Front Row 2.0 was launched?
No? What about print ads? TV spots? Billboards? Anything?
Well, get used to it, because somewhere on your next Mac will be a tag reminding you to "Leap Ahead" while thinking different. These type of announcements are timed just so, and they don’t happen by accident: the Mac mini, Intel switch, Front Row, iTunes Video Store, iPod video and now, a new, edgier Intel slogan.
We're all being groomed for a change, and finally, the pieces are starting to fit. It's not just about shoving an x86 processor into an iMac — Apple and Intel are in cahoots and the coming weeks will reveal the true nature of their partnership.
After all, these days, Steve Jobs and Apple are holding quite a few cards, especially if Intel wants to delve into the world of consumer electronics.
It's funny, but I never stopped to think that the processor switch would mean as much to Intel's development as it did to Apple's. All these months, we've been studying Intel’s roadmap and debating design while we should have thinking a bit more abstractly.
I mean, Intel even formed an internal "Apple group," presumably to hammer out these very ideas. And AppleInsider reported recently that Intel was responsible for the design and development of the new Power Mac’s motherboard, not just its processor.
These aren't signs of a simple partnership. These are the early stages of a juggernaut deal, one that will push both companies to the forefront of the industry.
Leap Ahead. Think different. The phrasing is irrelevant.
Besides, what's a few slogans between friends?