Intel Plays the Pre-Zen AMD Tune: Advocates Focus Shift from "Benchmarks to Benefits"

[btarunr]

Intel CEO Bob Swan, in his Virtual Computex YouTube stream, advocated that the industry should focus less on benchmarks, and more on the benefits of technology, a line of thought strongly advocated by rival AMD in its pre-Ryzen era, before the company began getting competitive with Intel again. "We should see this moment as an opportunity to shift our focus as an industry from benchmarks to the benefits and impacts of the technology we create," he said, referring to technology keeping civilization and economies afloat during the COVID-19 global pandemic, which has thrown Computex among practically every other public gathering out of order.

"The pandemic has underscored the need for technology to be purpose-built so it can meet these evolving business and consumer needs. And this requires a customer-obsessed mindset to stay close, anticipate those needs, and develop solutions. In this mindset, the goal is to ensure we are optimizing for a stronger impact that will support and accelerate positive business and societal benefits around the globe," he added. An example of what Swan is trying to say is visible with Intel's 10th generation Core "Cascade Lake XE" and "Ice Lake" processors, which feature AVX-512 and DL-Boost, accelerating deep learning neural nets; but lose to AMD's flagship offerings on the vast majority of benchmarks. Swan also confirmed that the company's "Tiger Lake" processors will launch this Summer.



The Computex video address by CEO Bob Swan can be watched below.

View at TechPowerUp Main Site

 

[KarymidoN]

Translation = Ignore the reviwers and benchmarks out there and listen to our marketing BS instead.

Not gonna criticize, it clearly still works.

 

[R0H1T]

This is what happens when you sit on your arse for nearly a decade & milk your base & everyone else for max profits! The fact that Intel has had to change the narrative shows how far they're behind purely in terms of overall performance & the approach AMD, or the rest of the industry, is taking & perhaps how long it'll take them to catch up. Make no mistake Intel can catch up & likely leapfrog AMD in the future ~ that however is an indefinite future & Intel's many statements & messages echo that!

 

[steve360]

Shift focus from benchmarks?

You know you have a terrible product when you insist that potential customers ignore reasons not to buy it.

You are not fooling anyone, Bob. If anything, this will make people look at benchmarks even more so.

It reeks of the same desperation of Intel trying to ruffle AMD with their "glued together" cheap shot.

 

[Prima.Vera]

Funny guy.

 

[Deleted member 185088]

So basically buy AMD because their products are more efficient and cost less.
That's what I understood.

 

[ShurikN]

Yeah we should shift focus from benchmarks to benefits... like security.

 

[GoldenX]

Best comedy of the year.
Anyone recommended this to him or was it his personal idea? There is no way any single person can go for a statement like this not knowing it will cause more damage that benefits.

 

[_Flare]

Tiger Lake is mobile only and somewhat slow clockspeed, additionally protected by intels anticompetitive choking of AMD be forcing the OEMs to not use AMD in the topend-builds wich use nvidia RTX and such.
Maybe intels oneAPI will make things even worse. Intel lost nearly all independent budget oriented systembuilders and DIYs worldwide, that was the most volatile market.
Second stage will be more and more smaller OEMs wich are more flexible and have smaller margins.
And what has not stopped is the growing use of EPYC in all fields.
The only thing intel will do now, is damage limitation with every thinkable behaviour. Maybe intel even threatened some OEMs with supply-bans, loss off rebates or such. It will get worse.
AMD should launch Zen3 to nail the coffin as fast as it can, in a reliable form.

 

[Space Lynx]

So basically buy AMD because their products are more efficient and cost less.
That's what I understood.

That's how I read it to, hmmm 125w keep doing that global warming... don't do the other guy... lol what a joke. i wish i could get paid millions to say dumb stuff. lot of CEO's say lots of dumb stuff. its really amazing how capitalism has nothing to do with any of it sometimes. some people just get fitted into slots and volume buying gives them more power than they deserve, lol

 

[my_name_is_earl]

These company reminds me of the Blackberry day. Blackberry sat on their @ss thinking they're king and nobody can beat them... Bam! Apple overtook the smartphone market within a short period of time. RIP blackberry. Hopefully not RIP Intel too
Hopefully, AMD overtook the performance crown from Nvidia. Sry AMD fanboi, unless AMD win performance crown, I don't care if you pay peanut for your card. It don't matter.

 

[yeeeeman]

Intel has had some very bad CEOs in the past years....this one needs to go also

 

[Flanker]

Hopefully not RIP Intel too

Not happening. Even if they actually start to lose money in their CPU business, Intel is a monster with many other heads that generate profit.

 

[Markosz]

Alright let's shift away from benchmarks. What did Intel do with technology before Ryzen came?
They sold us the same stuff for ~10 years with barely 5% performance difference between generations and zero innovative technology. Hell, they even took out hyper-threading from i7, so they can sell the more expensive i9 series to milk people even more.

Oh I almost forgot the amount of security issues Intel had... which had to be patched leading to huge performance losses.

 

[apoklyps3]

Intel fans:
but wait, not we can't brag with those extra 10 fps in fortnite.

 

[Fluffmeister]

They should just swallow their pride and become a TSMC customer too, voila.

 

[ARF]

If you look at the overall global picture, you will see that there is hardly much of a benefit from Intel's operations.
Only lack of innovation, improvements and progress. Say hello to Sandy Bridge i7-2600K to Kaby Lake i7-7700K literally no change in a period of 6 very long years!

 

[Caring1]

Switch from "Benchmarks to Benefits"
Isn't that the polar opposite of what Intel has been doing?
They are finally increasing core count and clock speeds just to be better in benchmarks.
Is this a preemptive excuse for decreasing them in the future?

 

[ARF]

Switch from "Benchmarks to Benefits"
Isn't that the polar opposite of what Intel has been doing?
They are finally increasing core count and clock speeds just to be better in benchmarks.
Is this a preemptive excuse for decreasing them in the future?

10 cores now, 8 cores with Rocket Lake, 16 cores (even though only 8 normal and 8 atom) in Alder Lake.

The question is will those be enough to keep Intel's current position or things will become only worse ?

I mean AMD AM5 x86-64 and ARM is coming.

 

[trom89]

So we should only check benchmarks when its suits them?
When they make those slides with those allegations on 20% improvements over last gen?

Is this a "please ignore the 10th gen power comsumptions benchmarks" or is this a "brace for impact of the Zen2 refresh + Zen3?"

 

[LTUGamer]

Clearly Intel have much benefits. While benchmark scores are lower, we can see how Intel reach "higher" scores in both temperatures and power consumption.

 

[Bruno Vieira]

You can always look at all those benefits and buy the faster cpu to do it

 

[1d10t]

Wonder why he is still CEO of Intel.

 

[Darmok N Jalad]

...and to show how serious we are, discontinue the i9-9900k packaging!

 

[john_]

Not gonna criticize, it clearly still works.

I can read 1000 posts on the internet about this, but I think this line says everything.

It works, and it works because when in the past AMD was doing something controversial you would read dozens if not hundreds of articles and editorials all over the internet about that and why it was a mistake or just plain wrong. Today we see OEMs artificialy limiting their AMD offerings compared to Intel equivalent models and.... nothing. People talk, tech sites, not really. They will acknowledge the problem, sometimes and that's it. No analysis, no opinion, no blaming, nothing.

So, it still works.