Ice Lake Rebadged to 10nm: Why?
So now we have Cannon Lake on ‘10nm’, and Ice Lake originally on 10+ but now rebadged to 10nm, but a different 10nm, with no real explanation as to why. In discussing with a number of peers and analysts in private conversations, the apparent conclusion they have come to is that
Intel did not want to admit that its first generation of 10nm product had failed. Ever since then, Intel has attempted to quietly and discreetly shift Cannon Lake under the rug, as if it didn’t exist (it does exist,
we did a big review on it, and Crimson Canyon is
still for sale today at some of Intel’s biggest partners and major retailers).
Without Intel needing to admit that the first generation had failed, Ice Lake was the true ‘native’ 10nm product that was destined for life in the fast lane for consumers. If that was the case, then the low key presentation at CES 2018 stating it was shipping in 2017 was simply to meet investor targets. Intel never promoted Ice Lake as its first 10nm product, but the fact that the Cannon Lake product wasn't great meant that the company had to try and remove it from people's minds.
On Ice Lake,
we studied the Ice Lake design, and we’ve seen
lots of notebooks built on it. The fact that Intel called it ‘10th Gen’, and then also released the Comet Lake 14++++ product also called ‘10th Gen’, really ended up
confusing the company even more, even in presentations to the press. It was the first time Intel had two products within the same generation of marketing name under different process nodes. It even confused OEM partner marketing teams as well as sales staff.
The problem with calling Ice Lake the new 10nm, is that internally the engineers still called it 10+. As Intel also announced other new products, such as
Snow Ridge, or
Lakefield, despite these meant to be called under the new 10nm,
they would often be cited as ‘10+’ depending on which department of Intel you spoke to.