Sorry to inform you that Intel has made yet another terrible commercial to show how not crazy it is about Apple switching its processors. Breaking the Spell is a classic example of a format where people are told about the features that will be coming to MacBooks. After they get excited, the twist comes! The twist was actually about Windows computers powered by Intel. The ad's subject, which is stated in fine print as real people, is speechless. They then demand to purchase or take the laptops.
This ad format is not great. But the best part is that it doesn't make any sense. Intel claims that it is showcasing new technology and innovation, and then goes on to show people how old-fashioned tech is.
You can watch it below if you're feeling brave.
It is easy to get caught up in the hype surrounding tech news. Readers and writers may believe that certain topics are more widely known than they actually are. If you've ever walked into Best Buys' laptop section in the last decade, you would have seen many of the items they are talking about. Two-in-one laptops which fold into tablets have been in fashion since the early 2010, Intel has been pushing two-screen laptops since 2018, and PC gaming was before the IBM Personal Computer.
I am in agreement with Intel's argument about Intel's ability to upgrade. Although I can understand why Apple would build RAM into the same processor as the processor, it is still a disadvantage that you cannot upgrade. This is especially true when M1 laptops come with 8GB RAM and a $200 upgrade to 16GB. There is a good chance that the Windows laptop you see in this ad will have non-removable, unupgradeable memory. Although you will find Windows laptops that have swappable RAM and SSDs these days, it is a rare feature.
This ad might be forgiven if it didn't combine another series of Intel ads featuring Justin Long, Im a Mac actor (which people hated), and Chevy truck commercials which people also hated.
It would be a shame, because Intels boast about the things you can find on laptops that have chips from AMD. There are Ryzen-powered 2-in-1s, and the top gaming laptop of 2021 features both an AMD CPU as well as a slot for more RAM. Dual-screen laptops with AMD? This is a niche product category. Asus has you covered.
This criticism should not be interpreted as coming from a fervent Apple fan. I use Apple products mainly, but I am also a proud ThinkPad fan. I think Intel has a point if we can overlook how embarrassing and condescending this ad campaign is. Apple should offer more options and better upgradability for its computers. I also think that people should be more open to other computing platforms if they are more suitable. Is it possible to convince someone of this by a bunch of people pretending they have never seen a computer?
