Intel today shared a new ad titled Breaking the Spell: Social Experiment. In the four-minute video, Intel invites 12 supposed Apple fans to a focus group showcasing features of “upcoming devices” that were, in fact, PCs that are already on the market. The ad was spotted earlier by French website MacGeneration.

The video starts out by saying that many Apple fans only care about Apple products, and Intel attempts to change that viewpoint. The supposed Apple fans are ushered into a room that looks similar to an Apple Store, creating the impression that they are being shown new Apple products, but the devices are actually PCs powered by Intel processors.

According to Intel’s Ryan Shrout, the ad features each participant’s “real” reactions instead of scripted ones. “It’s surprising to see how many people that utilize tech still don’t know the capabilities of the PC,” he said in a tweet.

The ad is part of Intel’s #GoPC marketing campaign that it launched last year after Apple started transitioning to custom Apple Silicon chips in Macs. Intel even recruited former “I’m a Mac” actor Justin Long for some of the ads.

Top Stories

After Anti-M1 Ads, Intel Wants to Make Future Apple Silicon Chips

Apple in November started releasing Macs with Apple-designed M1 chips, and the Apple silicon technology will eventually replace all the Intel chips that Apple has used in its Mac lineup for years. Intel appears to be having a difficult time with Apple’s transition. Last week, the company launched an anti-M1 Mac ad campaign starring Justin Long, and now, Intel is pinning its hopes on…

Intel’s Anti-Mac Ad Campaign Highlights M1 Shortcomings

With the launch of the M1 Macs last November, Apple officially began its transition away from Intel’s chips, and it’s clear from Intel’s latest advertising campaign that the company is feeling threatened by Apple’s decision. In ads shared on Twitter, Intel has been highlighting the shortcomings of Apple’s M1 Mac lineup. An ad this week, for example, points out the gaming capabilities of…

Former ‘I’m a Mac’ Actor Justin Long Throws Shade at M1 Apple Silicon in New Intel Ad Campaign

Wednesday March 17, 2021 5:10 am PDT by Sami Fathi

Intel has called on the services of former “I’m a Mac” actor Justin Long in a series of new ads in which Apple’s latest custom-made M1 processors are cast as inferior to newer laptops powered by Intel processors. Well known for his role in Apple’s popular “Get a Mac” TV ad campaign from the 2000s, Long stars in a series of ads called “Justin Gets Real” on Intel’s YouTube channel, beginning…

Intel Launches Heavily Biased ‘PC vs. Mac’ Comparison Website

As part of its barrage of attacks against M1 Macs, Intel this week launched a “PC vs. Mac” website that’s biased heavily in favor of PC machines that are equipped with Intel chips and that makes questionable claims about Apple’s M1 Mac lineup. Intel’s website says that Apple’s M1 Mac benchmarks don’t “translate to real-world usage” and that when compared to PCs with 11th-Generation Intel…

Intel Dunks on Apple’s Dongles in Continued Anti-M1 Mac Campaign

Intel is continuing its anti-Apple ad campaign, today sharing a tweet that calls out the lack of ports on M1 Macs. In a photo, actor Justin Long sits on a couch with a Windows PC and holds up a handful of Apple dongles. Anyone know who these belong to? #GoPC pic.twitter.com/W6wCfMSEb8— Intel (@intel) March 18, 2021 Apple’s Macs have long been derided for their lack of ports and the need to…

Intel Processor Market Share May Fall to New Low Next Year Due to Apple Silicon

Intel may see its market share fall to a new low next year, in large part thanks to Apple’s decision to move away from using Intel processors in its Mac computers and instead use Apple silicon. Apple announced last year that…