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.
Popular Stories
Apple has yet to reveal when the iPhone 18 Pro and iPhone Ultra will be announced and released, but the dates usually follow a familiar pattern.
As usual, the iPhone event is expected to take place in the first half of September.
Labor Day falls on September 7 this year. The last time the holiday was on that day was in 2020, but the iPhone event that year was delayed until October due to...
Apple's upcoming foldable iPhone Ultra is winning over the few people who have had hands-on time with the device, though the camera setup may leave some users wanting, according to Bloomberg's Mark Gurman.
Writing in his latest Power On newsletter, Gurman says people who have used the device – which is reportedly referred to internally as the iPhone Ultra – like how it fits in your...
macOS 27 Golden Gate is not compatible with any Macs with Intel processors, marking the end of an era. The update, which is currently in beta ahead of a release later this year, is limited to Apple silicon Macs with an M1 chip or newer.
Last year, Apple said that macOS 26 Tahoe would be the final macOS release compatible with Intel-based Macs, so this was an expected development.
Intel...
