Hell has no rage as a chipmaker who has just been told by their longtime lover that they would rather be alone.
Since Apple launched its own Silicon M1 chip in new MacBooks, Intel has hired a new CEO and sought a support team.
Why Intel CEO Pat Gelsinger immediately admonished his employees: “We need to deliver better products to the PC ecosystem than any possible thing that a lifestyle company in Cupertino” provides.
And now the company is lobbing his insults against Apple in the home of insults – Twitter.
On Wednesday, Intel’s own Twitter feed gave harsh words to Apple: “If you can launch a rocket launch and start the Rocket League, you’re not on a Mac. Go PC.”
You may not even be on the right path to a balanced life, but these are powerful and insulting words. Go scientists-players, you can save the world.
This was a follow-up to last week’s mockery of Cupertino: “If you can browse Photoshop thumbnails with your actual thumb, you’re not on a Mac. Go PC.”
To which Intel added: “Only one PC offers tablet mode, touch screen and touch functions on a single device.”
This is an advertisement for Microsoft Surface?
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Each of these ads links to a nine-minute video by YouTuber Jon Rettinger, in which he surprisingly explains the shortcomings of the M1 Mac, suggests that Intel has a great future, pays tribute to the Intel Evo brand and loves the Asus ZenBook Flip S.
Spotting a MacBook just to have a USB-C port seems a bit short-sighted when the physical design of the M1 MacBook is identical to the MacBook that Intel liked inside.
Oddly enough, Apple still sells computers with Intel processors. And this campaign feels a bit like a crying Brad throwing bricks at Angelina.
Still, there is an urgent agenda here.
Of course, Gelsinger must express confidence in his company after a painful blow. But, as much as anything else, campaigns like this exist to bolster internal morale instead of immediately encouraging a large migration of Apple users.
Some may wonder where this aggressive Intel was when Apple made progress in making its own entrails.
But who can’t look forward to Intel’s next Apple bashing ad? It’s a technique that always works, right?