Intel's Latest PC vs. Mac Ad Involves a 'Social Experiment' With Apple Fans
Intel today shared a new ad titled Breaking the Spell: Social Experiment. In the four-minute video, Intel invites 12 supposed Apple fans to a focus group showcasing features of "upcoming devices" that were, in fact, PCs that are already on the market. The ad was spotted earlier by French website MacGeneration.
The video starts out by saying that many Apple fans only care about Apple products, and Intel attempts to change that viewpoint. The supposed Apple fans are ushered into a room that looks similar to an Apple Store, creating the impression that they are being shown new Apple products, but the devices are actually PCs powered by Intel processors.
According to Intel's Ryan Shrout, the ad features each participant's "real" reactions instead of scripted ones. "It's surprising to see how many people that utilize tech still don't know the capabilities of the PC," he said in a tweet.
The ad is part of Intel's #GoPC marketing campaign that it launched last year after Apple started transitioning to custom Apple Silicon chips in Macs. Intel even recruited former "I'm a Mac" actor Justin Long for some of the ads.
Related Stories
Apple's former Director of Mac System Architecture Jeff Wilcox this week announced that he has left Apple to take on a new role at Intel. As noted on LinkedIn (via Tom's Hardware), Wilcox was part of Apple's M1 team and he had a key role in the transition from Intel chips to Apple silicon.
Wilcox's profile says that he "led the transition" for all Macs to Apple silicon, and prior to that, he ...
A version of Discord with native support for Apple silicon Macs is now rolling out to users, almost a year and a half after the first Macs with Apple silicon chips were shipped to customers.
Until now, Discord users have had to rely on Rosetta 2 technology to use Discord on Apple's latest Macs. While usable, Discord on Rosetta 2, which translates apps made for Intel-based Macs to run on...
Apple's official public release of macOS Monterey arrives on Monday, October 25, and users should be aware that there are several features in macOS 12 that are only available to machines powered by Apple silicon chips. In other words, they won't work on Intel-powered Macs. Differentiating the user experience like this isn't anything new to iOS users, since each year the latest iPhone models ...
Microsoft has hired Mike Filippo, a semiconductor designer who formerly worked at Apple as a chip architect, reports Bloomberg. Microsoft is aiming to further expand on chip designs for the servers that power its cloud computing services, and at Microsoft, Filippo will be working on processors for Azure servers.
Filippo joined Apple in 2019 after a decade of semiconductor design at Arm,...
Intel may see its market share fall to a new low next year, in large part thanks to Apple's decision to move away from using Intel processors in its Mac computers and instead use Apple silicon.
Apple announced last year that it would embark on a two-year-long journey to transition all of its Mac computers, both desktops, and laptops, to use its own in-house processors. Apple is expected to...
While it may feel rather hard to believe, today marks one year since the first Macs with Apple silicon were unveiled to the world.
At a virtual event on November 10, 2020, Apple introduced its custom-designed M1 chip, followed by three new Macs powered by the chip, including the MacBook Air, the lower-end 13-inch MacBook Pro, and the lower-end Mac mini.
With the M1 chip, Apple delivered...
In a new episode of Axios on HBO shared by MarketWatch, Intel CEO Pat Gelsinger sat down with Axios' Chief Technology Correspondent Ina Fried to discuss various topics, including Apple's transition to its own custom-designed silicon chips across its Mac lineup.
When asked if Intel has given up on the idea of the Mac running on Intel processors in the future, Gelsinger said that he hopes to...
While announcing its latest chips yesterday, Intel launched another aggressive public attack on Mac devices, focusing on the experience of gaming (via PC Gamer).
Intel yesterday announced two new 11th Generation H-series laptop processors, featuring clock speeds up to 5GHz, Intel Wi-Fi 6/6E, and 1080p gameplay on popular titles, in high-volume, thin designs. Following the announcement, the...
Popular Stories
Sunday September 25, 2022 2:27 pm PDT by
Sami FathiA YouTuber has put Apple's claims for the durability of the Apple Watch Ultra to the test by putting it up against a drop test, a jar of nails, and repeated hits with a hammer to test the sapphire crystal protecting the display.
TechRax, a channel popular for testing the durability of products, first tested the Apple Watch Ultra by dropping it from around four feet high. The Apple Watch...
Upon the release of the second-generation AirPods Pro, the AirPods Max became the oldest current-generation AirPods product still in Apple's lineup. Introducing several new features like Adaptive Transparency and the H2 chip, the second-generation AirPods Pro may provide some of the best indications yet of what to expect from the second-generation AirPods Max.
Almost two years later, rumors...
Sunday September 25, 2022 10:57 am PDT by
Sami FathiAs we approach the end of a busy product release season for Apple with only new iPads and Macs left to be announced over the next month or so, we're also setting our sights on 2023. Apple is rumored to have several major products in the pipeline for next year, including new Macs, a new HomePod, a VR/AR headset, and so much more.
Other than new iPhones and Apple Watches, which are expected...
Sunday September 25, 2022 6:50 am PDT by
Sami FathiApple may decide to release its remaining products for 2022, which include updated iPad Pro, Mac mini, and 14-inch and 16-inch MacBook Pro models, through press releases on its website rather than a digital event, according to Bloomberg's Mark Gurman. In his latest Power On newsletter, Gurman said that Apple is currently "likely to release its remaining 2022 products via press releases,...
The Apple Watch Series 8 and Apple Watch Ultra are now available to purchase, but if you aren't interested in these updates you can save a lot of money on Series 7 models right now on Amazon.
Note: MacRumors is an affiliate partner with Amazon. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site running.
The best deals are on cellular...
Sunday September 25, 2022 7:02 am PDT by
Sami FathiApple is gearing up to possibly replace its "Pro Max" iPhone with an all-new "Ultra" iPhone 15 model next year, reliable Bloomberg journalist Mark Gurman said today.
Writing in his latest Power On newsletter, Gurman said that for the iPhone 15, Apple is planning a revamped design alongside USB-C and a potential name change. Apple could replace its "Pro Max" branding, which it started to use...
Friday September 23, 2022 9:40 am PDT by
Sami FathiCustomers who personalize their second-generation AirPods Pro charging case with an engraving will now have that engraving reflected directly on iOS as they pair and connect their AirPods Pro. Apple allows customers to personalize their AirPods Pro charging case with a special engraving that can include select emojis and Memojis. Unlike before, starting with the second-generation AirPods...
Monday September 26, 2022 7:34 am PDT by
Sami FathiToday marks exactly two weeks since Apple released iOS 16 to the public. Besides the personalized Lock Screen, major changes in Messages, and new features in Maps, the update has also seen its fair share of bugs, performance problems, battery drain, and more.
After major iOS updates, it's normal for some users to report having issues with the new update, but such reports usually subside in...
Apple plans to release new MacBook Pro models in the fourth quarter of 2022, according to supply chain publication DigiTimes. The report does not mention specific models, but it very likely refers to the next-generation 14-inch and 16-inch MacBook Pros given that the 13-inch model was already updated earlier this year.
There has been uncertainty surrounding the timing of new 14-inch and...
Top Rated Comments
And if someone’s an avid gamer, they’re going to know very well what (and roughly how many) games are supported on PC, Mac, PS, Xbox, etc.