Friday, Mar 19, 2021, 16:39 Hardware

Intel's Outrageous "Infopage": Why M1 Macs "Can't Keep Up"

Apple has yet to release an ad campaign for the new M1 Macs. It's also almost hardly necessary, given the amount of positive reporting the new chip architecture has received. A passively cooled notebook capable of the same level of performance as a desktop PC obviously comes as quite a sensation to the tech world. Any chip capable of powering such a notebook also shows how far off-target Intel has been straying over the last few years. The company isn't only losing out to AMD's newer and faster chips (especially when it comes to gaming), but also Apple – a company which, in their first attempt at manufacturing a chip, managed to outdo Intel's combined decades worth of experience in the sector. Intel's current ad campaign (which seems to be getting more and more far-fetched) is seen by many to be an act of desperation in a battle that has already been sorely lost against what could hardly even be considered a target – a company with less than 1% market share in chip manufacturing.

Intel's "Go PC" Information Campaign
After various videos in which Intel praised its own performance and flexibility, there's now a new and rather extensive site from the company detailing the "many deficits" of the new M1 Macs. The site concludes its summarization of Intel computers' capabilities with the statement "Everything Just Works". Well-known arguments behind the former statement such as, "Mac displays aren't removable", or "there are fewer apps and games available for Mac", and "web productivity" (whatever that means) is worse on Mac.

The first and last claims are true, although Apple's notebooks aren't part of the hybrid notebook-touchpad class and thus the comparison isn't entirely sensible. The last point is entirely valid, there are fewer apps and games available for Mac, however, this is mostly due to two factors (especially right now): Firstly, Macs aren't a gaming platform and likely never will be. Apple is more concerned with producing quality, long-lasting computers for areas of productivity and daily usage than gaming. Secondly, part of the reason for there currently being fewer apps available with full support for the new Macs has to do with the switch to the new architecture – despite this, most apps that don't yet feature full support still have early-release software which works quite well and one can only imagine how well they'll run once finished, in addition to the plethora of new apps being developed with Apple's architecture in mind. Given that Intel can't win a flat-out performance battle against the new M1 Macs, they're going after minor deficits in the overall package which are either non-existent, soon to be remedied, or simply a natural occurrence shortly after the switch to a new architecture.







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Intel Is Slowly Running Out Of Oxygen
When it comes to performance benchmarks, Intel is yet again focusing on the few benchmarks available in which its own chips, we'll cite a statement from Six Colors concerning the benchmarks from Intel, "Today’s M1 processor is a low-end chip for low-end systems, so Intel only has a small window to compare itself favorably to these systems before higher-end Apple silicon Macs ship and make its job that much harder."



Thus far, Apple has only released the beginning M1 chips for the lower-end machines in their collection. The M1 chips which the higher-end models will eventually be equipped with are undoubtedly going to be much more powerful – the lower-end models with M1 chips are already outperforming higher-end models equipped with Intel chips. Once the rest of the M1 chips for Apple's high-end systems are released then Intel's only remaining argument will likely be that there are fewer games available for Mac. Intel has certainly accomplished at least one thing with their newest ad campaign. Its name is on everyone's lips, although in the trade press, not necessarily for the reasons the company might want or with the support the company is likely seeking. Given the amount of negative press that Intel's marketing campaign has achieved, it's very likely that the company has harmed its image in the eyes of the general public, possibly even presenting Apple in a more favorable light.