Do you remember the Mac vs PC commercials from the mid-2000s? While Microsoft and Apple may have become increasingly buddy-buddy since then, with Windows working on Mac and Mac ceding basic productivity app dominance to Microsoft Office, that doesn’t mean the war between Mac and PC isn’t still raging. The fighters are just different.
Intel's new ad campaign is taking aim at Apple by promoting PC heavily, a continuation of the company’s recent claims that Intel performs better than Apple’s own M1 chip. While Intel has historically been happy to provide Apple chips in the past, Apple’s decision to move to its own, Arm-based chips seems to have changed Intel’s tune about the company’s entire product lineup.
Intel’s attack campaign has been running on Twitter and across various websites since early February under #GoPC, and makes such biting remarks as “If you can power a rocket launch and launch Rocket League, you’re not on a Mac.” Rocket League was delisted for Mac early last year.
Only a PC can power scientists and gamers alike. #GoPCFebruary 10, 2021
Of course, Mac’s substandard gaming ecosystem has been known pretty much since the first Macintosh, and that hasn’t stopped Intel from supporting Apple before. Perhaps more harsh is Intel’s snipe at Apple’s refusal to put a touchscreen on its Macbooks, an oft-requested feature that’s become commonplace on similar PC laptops.
Only a PC offers tablet mode, touch screen and stylus capabilities in a single device. #GoPCFebruary 2, 2021
You could read this as Intel standing behind its new mobile-first Evo certification program, which doesn’t require a touchscreen but is built on mobile-first convenience features that touchscreen laptops frequently pass. By comparison, Intel claims that Macs do not.
Not everyone’s sold on Evo, though, as tests like “Switching to Calendar in Outlook” are pretty specific and generally not taxing for most systems. And again, Intel happily supplies chips to PCs that don’t pass Evo spec as well.
Intel's also commissioned video for the Go PC campaign, including Tech reviewer Jon Rettinger, whose Intel-sponsored video points out that PC laptops have standard USB ports, touchscreens, and eGPU support, and can easily run with multiple external displays.
Of course, Mac fans are having their own fun with this campaign, including this series of rebuttal images from graphic designer Alex.
pic.twitter.com/Igbsxwgq65February 12, 2021
And, of course, a reference to the KFConsole that pokes fun at the heat generated by Intel CPUs.
Only Intel processors run so hot they can serve as PC and a fried chicken warmer in a single device. #GoPC pic.twitter.com/hk0MchQ5gYFebruary 12, 2021
The PC and Mac war is unlikely to come to an end in our time (I’m a proud dual-citizen), although it’s an interesting look at the marketplace to see a formerly neutral party take a side. With Apple moving to its own silicon, Intel is now synonymous with PC.