Apple began its transition away from Intel's processing chips with the introduction of its M1 Macs in November 2020.
Now it’s clear from Intel's latest anti-Apple advertising campaign that the company feels it needs to prove something based on the M1 chip designed by Apple.
In a tweet earlier this week, Intel wrote “Only a PC can power scientists and gamers alike.” The ad read: “If you can power a rocket launch and launch Rocket League, you’re not on a Mac. Go PC.”
The ad likely came from data after Intel tested gaming across its chips and the Apple’s M1 in what some believe mainly points out that most games aren’t available on macOS.
Of the games tested, however, "Shadow of the Tomb Raider," "Hitman," and "Borderlands 3" all run at higher average framerates on the M1.
Intel introduced on September 2, 2020, its latest 11th Gen Core processors with Intel Xe integrated graphics. With the new platform, the company introduced a new brand, Evo.
Then there is the Intel ad released earlier this month that reads: “If you can flip through Photoshop thumbnails with your actual thumb, you’re not on a Mac. Go PC.”
Intel’s benchmarks claim its latest chips beat Apple’s M1 performance by 30% in overall Chrome browsing tasks, and many Office 365 tasks.
Despite a move to its own chips, New Macs with Intel chips continue, and the company is planning to support Intel-based MacOS computers for years. Tim Cook, Apple CEO, said during the company’s last WWDC 2020 event that the transition will take about two years.
Perhaps this is why Russ Carrothers, an information technology technician and consultant, called Intel’s latest ad campaign “crazy marketing.” He tweeted that “Apple still sell[s] plenty of Macs with Intel processors. Plus they risk losing potential customers buy an AMD powered 'PC' instead.”
Jon Masters, computer architect, replied to Carrothers on Twitter. “Just wait until the next batch of Apple hardware launches,” he wrote. “It’s going to be great watching the response.”