Intel has been in control of the marketing narrative for a long long time, only occasionally…

Intel has been in control of the marketing narrative for a long long time, only occasionally disturbed by other players. Like AMD currently. And of course by Apple lately. And Intel got used to controlling how the microprocessor market talks about the products, and how to frame performance improvements so that they sound more than what they are. Just think about what ”Intel inside” has done to the world. Good or bad? That Intel produces texts like this can hardly be seen as proof of what they are ACTUALLY going to ship in any near future.

If you instead look at the momentum of all players in this market, Intel and Apple included, the only reasonable prediction is that Apple will leap the market, probably during 2021, and then we’ll see what happens. But a relatively safe guess is that Intel will have some catching up to do after.

Seeing is believing though, Apple included, so one day in a not so distant future we will likely be able to compare Apple silicon gen2 with the rest of the market. And with Intels struggles in the last half decade or so, to deliver performance improvements worth the name, at least for me it would be a surprise if any of the marketing lingo from Intel actually translates into real world performance worthy of it.

Holding my breath…