Intel wants to regain lost ground in the PC market with a new generation of chips. The processor system, called Core Ultra 200V, is more powerful and efficient than chips from rivals Qualcomm and AMD, the company emphasized on the sidelines of the IFA technology trade fair in Berlin. Intel is also counting on the processors to be automatically compatible with all software for Windows PCs, as they are based on the well-established X86 architecture.
The first consumer PCs with the new chip, which was previously known primarily under the code name Lunar Lake, will go on sale on September 24th and can be pre-ordered now. Computers for companies are expected to follow early next year.
Semiconductor pioneer under pressure
Intel has recently come under increasing pressure in the PC business. First, Apple switched from Intel processors for its Macs to chip systems it developed itself, based on the architecture of the British semiconductor designer Arm. The Macbooks then had significantly longer battery life and became faster. Apple is also now benefiting from the fact that all devices run on the same chip architecture.
And when Microsoft launched a new computer category called Copilot+PC this summer that was specifically geared towards AI applications, the devices initially only used chips from Intel’s competitor Qualcomm. Lunar Lake was not yet ready. Qualcomm also relies on Arm architectures and has long wanted to challenge Intel for the position in Windows computers.
Compatibility as a purchasing argument
The former semiconductor pioneer is now striking back. Intel not only pointed out that Lunar Lake chips offer better gaming performance than the competition from Qualcomm. In a dig, it also said that 23 PC games did not work at all with Qualcomm chips. Given the different architecture, Windows software for Arm computers must either be rewritten or run with the help of transfer software.
At the same time, new AI features from Copilot+PC will only be available to buyers of the new computers with Intel chips in November through updates to the Windows operating system.
Lunar Lake could be a key product for Intel’s future. In view of ongoing losses, the company recently had to launch a cost-cutting program that involved cutting around 15,000 jobs. According to a media report, even more drastic steps such as abandoning factory projects are being considered. Among other things, Intel wants to build a factory in Magdeburg costing around 30 billion euros.
© dpa-infocom, dpa:240903-930-222155/1
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