Friday, Jun 18, 2021, 19:15 Economy

Report: Intel Sinks To A New Low In Battle Vs. Apple Silicon

Tensions are high at Intel right now. The company has faced accusations of insufficient development and quality control for quite some time now – accusations which are in part what led to Apple's split from the company. As a result of recent losses, Intel has attempted to assuage shareholders with a change of leadership – installing new Intel CEO Pat Gelsinger, now responsible for regaining lost ground and steering the company back towards producing powerful and innovative chips. Given the competition, however, this is no easy task. There's a great deal of opposition facing the former chip giant in the form of AMD and the new Ryzen line of processors and even more so in the form of Apple's new groundbreaking line of ARM chips – and Apple's switch from Intel to the in-house Apple Silicon architecture hasn't helped Intel's image any.

The Loss Of An Important Business Partner
According to Apple, it will take at least two years to fully equip the entire Mac portfolio with the company's in-house ARM chips. The first Mac models (and also the iPad Pro) have already seen the switch to the new architecture – these include the Mac mini, MacBook Air and Pro, as well as the 24" iMac. Most forecasts for the process see 2022 as the likely year by which all computers from Cupertino will be equipped with Apple-designed chips – something which will have far-reaching consequences for Intel. Although the Apple end customer certainly profits in the form of noticeable increases in the realm of energy efficiency and performance, Intel has already begun to suffer. A report from DigiTimes indicates that Intel has already lost 50% of its orders from Apple in this year alone.

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DigiTimes: Intel – Surrounded By Competition On All Sides
Once Cupertino has finally completed the great migration from Intel's x64 processors to the ARM-based Apple Silicon architecture, the chip manufacturer will be forced to make do with the significant robbery of a large portion of its own share in the notebook market – also a large reason for the recent and largely ridiculed attacks on Apple by the company. The source cited by DigiTimes that Intel's share in the notebook market is currently on track to see a decrease of more than 10% – to lower than 80% by 2023. This would be a considerable decrease in market share, considering that Intel held a 90% share in the market only two years ago. After having been forced to take a large hit to its own ego, the company is now treating Apple as a serious competitor and has launched several ad campaigns in hopes of reclaiming lost market territory. However, there has been some dispute as to how successful Intel's current method of approach has been, given that multiple ad campaigns launched against Apple by the chip giant have either been filled with errors, hypocritical, or just plain petty, as well as having led to Intel being mercilessly ridiculed on Twitter. One of the best examples of this is perhaps the time that Intel ran an ad against Apple computers... and accidentally used a picture of a smiling man using a Mac to portray the superiority of Intel notebooks over Apple notebooks.

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