With the launch of the M1 Macs in November last year, Apple officially began the transition away from Intel’s chips, and it is clear from Intel’s latest advertising campaign that the company feels threatened by Apple’s decision.
In ads shared on Twitter, Intel has highlighted the shortcomings of Apple’s M1 Mac series. An ad this week, for example, points to the game features of Intel chips. Intel mentions Rocket League, a game that is not available on Apple’s platform.
An ad from last week highlighted by 9to5Mac points out the lack of a touch screen on Apple Macs. “Only one PC offers tablet mode, touch screen and pen features on a single device,” says Intel’s tweet.
Only one PC offers tablet mode, touch screen and stylus on a single device. #GoPC – Intel (@intel) February 2, 2021
Intel’s tweets link to a video from YouTuber Jon Rettinger that demonstrates laptops equipped with Intel chips and compares them to the M1 Macs.
Apple’s M1 chips got a lot of attention at launch due to their impressive speed and efficiency, which are not matched by Intel chips. Earlier this week, Intel released a series of “carefully crafted” references designed to prove that Intel’s 11th generation processors are better than the M1 chips, but the reference values were designed to favor Intel computers and were described by Apple columnist Jason Snell as “M1 -friendly.”
Intel’s anti-Apple advertising is probably just underway, as Apple plans to be largely free of Intel chips within a two-year period. Apple is transitioning the entire Mac series to Apple’s silicon chips, with the MacBook Pro and iMac to be updated.