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
TSMC has been the exclusive supplier of Apple's systems-on-a-chip since 2016, but that 10-year streak could be nearing its end.
Apple supply chain analyst Ming-Chi Kuo today said that Intel has "kicked off" small-scale testing of lower-end iPhone, iPad, and Mac chip fabrication, with production expected to ramp up throughout 2027 and 2028. Kuo did not indicate exactly which of Apple's...
A few months ago, Apple released the MacBook Neo, its most affordable MacBook ever. At the time, an ASUS executive admitted that the laptop came as a "shock" to the Windows PC industry, which is now in the process of responding.
Acer today introduced a Swift Air 14 laptop, with U.S. pricing starting at $699. By comparison, the MacBook Neo starts at $599 with a 256GB SSD and 8GB of RAM, or at ...
Last year, Apple launched CarPlay Ultra, the long-awaited next-generation version of its CarPlay software system for vehicles. Nearly a year later, CarPlay Ultra is still limited to Aston Martin's latest luxury vehicles, but that should change fairly soon.
In May 2025, Apple said many other vehicle brands planned to offer CarPlay Ultra, including Hyundai, Kia, and Genesis.
CarPlay Ultra...
