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Apple\'s TV spot surprises Intel

updated 10:05 am EST, Thu January 12, 2006

Apple\'s ad surprises Intel

Apple's latest advertisement--which aired for the first time during . The ad claims that for years, Intel's chips have been "trapped inside PCs--dull little boxes, dutifully performing dull little tasks." Apple's ad says that the Intel processor will finally be set free, but Intel's vice president Deborah Conrad responded to these claims yesterday in an interview. "Never would we characterize our customers that way," Conrad stated. The exec said that Intel cooperated with Apple for some particulars of the TV spot, but added, "We didn't know what the end result was going to be," according to a report from CNET

Intel was allowed to view the ad just before Tuesday's keynote speech. "It's probably a good thing that we didn't see them earlier," Conrad said.

Intel won't complain, however, if Apple's work with the chip-maker inspires other customers to think more creatively.

"We certainly hope that this innovation engine kind of picks up and that you do see the beige box makers going, 'You know, maybe we could do something that looks and feels like that.' That would be a good thing, I think, from our perspective."

by MacNN Staff





  1. Jesda

    Joined: Dec 1969



    Now thats just funny.

  1. JeffHarris

    Joined: Dec 1969


    It sounds like...

    "trapped inside PCs--dull little boxes, dutifully performing dull little tasks"

    That line from the ad reminds me of the creepy speech Joseph Cotton gives at the dinner table in Hitchcock's "Shadow of a Doubt", where he describes fat old, rich, useless women.

    I wonder if that was on their mind?

  1. kerryb

    Joined: Dec 1969


    Watch for the parade

    Oh no, those dull beige boxes are all going for make-overs and will come back as tacky PCs with garish colors, shapes and names. Ugly sells, watch out Apple.

  1. testudo

    Joined: Dec 1969


    First nail...

    That's right, its the first nail in the coffin. Not of blah PCs. Of the Apple/Intel relationship. Intel's not going to be happy having apple just dis all of its more important and better customers.

    The honeymoon is over. Next week, Apple mocks Intel's chipset design...

  1. climacs

    Joined: Dec 1969


    yeah whatever testudo


  1. Gabriel Morales




    LOL! Great stuff, great stuff.

  1. gambit23

    Joined: Dec 1969


    re: testudo

    Completely disagree with you. Publically, Intel should be shocked and appalled at the unbelievably ballsy commercial Apple just released mocking all of their other customers. Privately, though, they're probably nodding their heads in agreement and giggling. Remember, shortly after Apple released the Mac mini last year, Intel unveiled a concept in a similar package. Many took that to imply that Intel was endorsing copy-cat computers, but I think in retrospect it may have been a 'Hey, we can do that with our chips, too, Apple! And it didn't even take that long!' Maybe something to lure Apple into using their chips, implying that they can create better designs with Intel's chip designs.

    Either way, the Apple partnership is just as large for Intel as it is for Apple. Now, whenever they have to show off new processor designs, they can show it off in an Apple designed case. This year should be very interesting.

  1. ZinkDifferent

    Joined: Dec 1969


    Looks like Deborah...

    ...needs to buy a clue, and learn to just shut up!

    (Either that, or get a personality)

  1. MuppetFloss

    Joined: Dec 1969


    The subtlty of messages

    There are a lot of subtle messages going on here, but most of them amount to politeness.

    1. The statement in the ad is difficult to argue with: PCs have traditionally been boring boxes used in corporate environments by people working. And most people would admit that most of what they do with them at work is pretty boring. That's one reason we demand money to do the work. (The ads premise is about as exciting as Janet Jackson's left t**.)

    2. Earlier reports suggested what Intel got out of the Apple deal was a developer who would challenge them. I don't know if Apple said it or Intel, but no one disputed it.

    3. The commercial seems to focus more on Intel than Apple! Obviously it's not targeted at Mac users - who don't seem to mind what chip is in their Mac - but Wintel users.

    4. Intel may have avoided knowledge of the ad by design: plausible deniability.

    5. "Never would we characterize our customers like that" What kind of idiot would? Nor, however, would Intel dispute the statement.

    Apple made an Intel ad that Intel couldn't make. I think Intel is probably pretty happy with the ads, and would be happy if Apple influenced other PC makers. For Apple, targeting Wintel users is probably a good strategy, but it doesn't make for much of a Mac ad.

  1. testudo

    Joined: Dec 1969


    re: testudo

    Either way, the Apple partnership is just as large for Intel as it is for Apple.

    Right, with a million macs a quarter, they almost sell as many chips to apple in a year as they probably sell to Dell in a month. And that doesn't count the other 800 companies using Intel chips.

    Now, whenever they have to show off new processor designs, they can show it off in an Apple designed case. This year should be very interesting.

    Oh, that's funny. Apple can never build or release a computer on a schedule, it seems. They move at the glacial pace of the old intel snail. Yet you expect, now, that somehow Apple's manufacturing dept. will magically be able to have computers ready to go when Intel announces and ships a new chip? I'd actually have to see it to believe it.

    [Remember, Intel announces the chips, not the computer company. And when intel does their announcing, Dell and Gateway are right next to them saying "We've got new computers rarin' to go!" They can do this because dell and gateway start selling new computers whenever they can. It took apple three years just to add PCI-express to their freakin' tower lines (of course, burning all their existing customers at the same time by making PCI obsolete and completely unsupported - no need for backwards compatibility in the Mac marketplace!). Apple doesn't just put up new computers. They have to 'announce' them with showcase events.

    Oh, and I'm amazed no one's picked up on the most surprising point on all of this (or expected point). They actually have a TV commercial to sell a computer. That's right, a TV commercial for their computers, not the ipod or the like. Sure, its just like their other ones, all "we're better then you are" and "we're just about style" and such, but, hey, its a commercial none-the-less. (I think its their first mac commercial since the exploding powermac G5 commercial of several years ago).

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