Intel CEO wants to make better chips than Apple’s custom chips to win back “Tim’s business”

Apple is gradually transitioning its entire Mac lineup from Intel processors to its own custom-made chips. As announced on WWDC 2020, the transition will is scheduled to complete by 2022 under the two-year plan. But Intel is willing to let go of Apple’s business just yet.

In an interview with Axios on HBO, the company’s CEO Pat Gelsinger told Ina Fried, Axios Chief technology correspondent, that he wants to make better chips than Apple’s to win back its business. However, this statement is the exact opposite of what the Intel marketing campaign has been touting for Intel-based Pcs. Their ads pick on MacBook’s poor gaming experience, customization options, lack of touch screen features, and more. The most recent attempt to gain switchers from Mac to Intel PCs on Twitter backfired, miserably.

During recording of the “Intel Unleashed: Engineering the Future” webcast, Intel CEO Pat Gelsinger highlights “Ponte Vecchio,” Intel’s first exascale graphics processing unit. During the webcast on March 23, 2021, Gelsinger outlines the company’s path forward to manufacture, design and deliver leadership products and create long-term value for stakeholders. (Credit: Walden Kirsch/Intel Corporation)

Contrary to its marketing, Intel wishes to win power future Mac models with its new faster chips

When asked if he has given up on the idea of Mac running on Intel Chips, Gelsinger said:

I never give up on the idea of anything not running on Intel chips. And, you know, hey, you know, our stumbles, you know, Apple decided they could do a better chip themselves than we could. And, you know, they did a pretty good job.

So what I have to do is create a better chip than they can do themselves. I would hope to win back this piece of their business, as well as many other pieces of business, over time. And in the meantime, I got to make sure that our products are better than theirs, that my ecosystem is more open and vibrant than theirs, and we create a more compelling reason for developers and users to land on Intel-based products.

So, I’m going to fight hard to win Tim’s business in this area.

Earlier this year, Intel said that it will introduce five sets of chipmaking technologies in the next four years to regain its market position by 2025. Whatever the manufacturer plans to do it must accomplish it fast. The M1 chip blows Intel-based MacBooks and third-party laptops out of the park, and now Apple is expected to launch the next-generation M1X chip in the new 14-inch and 16-inch MacBook Pro at the “Unleashed” event in a few hours and M2 chip in MacBook Air in 2022.

About the Author

Addicted to social media and in love with iPhone, started blogging as a hobby. And now it's my passion for every day is a new learning experience. Hopefully, manufacturers will continue to use innovative solutions and we will keep on letting you know about them.

Leave a comment