Intel’s next CEO, Pat Gelsinger, has yet to take office. But he is already preparing to take the reins of the company and encourage the troops before the coming war. During an online meeting with all your employees, Gelsinger has targeted Apple as the enemy to beat.
A “lifestyle” company that gave Intel a recall
We need to deliver better products to the PC ecosystem than anything possible from a Cupertino lifestyle company. We must be just as good in the future.
The words were picked up by The Verge almost two weeks ago, but with the days they’ve become more relevant. Gelsinger intends to encourage its own employees with them while throwing a dart at Apple, but without excessive mischief. It must be part of the discourse that a leader can give to a team with low morale, but with a point of pride and bitterness for the glories of the past.
Intel has stumbled for several years in its plans to downsize the chips it designs and manufactures. Two days before the aspiring CEO’s remarks, the company introduced its twelfth generation of processors with a 10nm manufacturing process (Apple is 5nm). These efforts were not enough to silence the critical voices that have arisen among its own investors.
On the same day, the departure of still-current CEO Bob Swan was announced, along with the exploration of other strategic alternatives. Something they asked investment firm Third Point, one of Intel’s big shareholders.
The truth is, the Apple Silicon M1 gave Intel genuine advice in three key variables: autonomy, power and heat generated. And delivering your own alternative will take many years of hard work and effort from Intel. A lot will have to change in the silicon giant of yesteryear to catch its breath and fight back against the big boys.