Steve dreamed that Intel would take the bait. He imagined images of our Intel snail splashed across the world’s business publications. An Intel web page went up, refuting Apple’s numbers with different benchmark results. Needless to say, Intel was not amused by any of this. The idea was to get the argument out there, and potentially even provoke a reaction. A memorable one put an Intel chip on the back of a snail.Īccording to Ken Segall, who worked on the ads with Apple, it didn’t matter whether these ads actually convinced anyone PowerPC chips were faster. Apple constantly argued these processors were faster than Intel’s, and in the late ’90s they aired TV ads arguing just that. Macs only started using Intel in 2006 before that, Apple’s computers used the PowerPC chip as part of a deal with IBM and Motorola. The campaign was so effective, in fact, that Apple spent money in the late ’90s attacking it. They’re the main reason the average consumer is even familiar with the Intel brand. Those stickers helped make Intel the leading processor maker for three decades. PC makers, who have always faced small margins, happily took that deal, and to this day most new computers come with Intel stickers. To make sure the stickers were there, Intel handed out discounts and even cash. TV ads “informed” consumers about the amazing power of Intel processors, and specifically told people to look for computers with the “Intel Inside” sticker.
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