C'mon Intel, it's time to let it go. Apple ain't coming back.

Frozen Elsa
Frozen Elsa (Image credit: Disney)

That header image. I just wanted to make this entire post be that image and a headline. But I'm told I have to put some words around it so here we are.

Today saw the revelation that Intel is running a ton of new YouTube ads where it tries to convince us all that it's still winning at life. That despite Apple silicon destroying its chips in benchmarks time and again. This after a run of Twitter ads that also tried to convince us that Intel isn't worried about Apple silicon.

That after Intel also had some influencers run YouTube videos where, yes, it tried to convince people that Apple's new M1-powered Macs suck.

And that. All of that. It all comes after years of Intel not being able to stick to its own CPU roadmap. Years of Intel having to hold back Mac refreshes because Intel couldn't get its ducks in a row. Years of portable Macs suffering with overheating issues. Power consumption issues.

Intel issues, if you will.

Now, we're in the middle of Apple's transition away from Intel and towards its own chips and so far, so blazingly fast and cool. M1 chips are pretty stunning in the way they go about their business and Intel knows that. So it's going all guns blazing at anyone who is unfortunate enough to get caught up in its messy breakup with Apple. And boy is it getting old.

Intel must surely know at this point that Intel isn't coming back. Intel ripped apart the Apple–IBM partnership when PowerPC couldn't compete anymore. It took a long, long time, but history is repeating itself and Apple silicon has taken over after Intel's x86 chips couldn't do what Apple needed them to do. And that, after all is said and done, is on Intel.

Maybe it should cut the marketing budget a tad and work out why TSMC is whipping its rear in the world of chipmaking right now.

Oliver Haslam

Oliver Haslam has written about Apple and the wider technology business for more than a decade with bylines on How-To Geek, PC Mag, iDownloadBlog, and many more. He has also been published in print for Macworld, including cover stories. At iMore, Oliver is involved in daily news coverage and, not being short of opinions, has been known to 'explain' those thoughts in more detail, too.

Having grown up using PCs and spending far too much money on graphics card and flashy RAM, Oliver switched to the Mac with a G5 iMac and hasn't looked back. Since then he's seen the growth of the smartphone world, backed by iPhone, and new product categories come and go. Current expertise includes iOS, macOS, streaming services, and pretty much anything that has a battery or plugs into a wall. Oliver also covers mobile gaming for iMore, with Apple Arcade a particular focus. He's been gaming since the Atari 2600 days and still struggles to comprehend the fact he can play console quality titles on his pocket computer.