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By Dan Moren for Macworld
Once upon a time, you could watch a keynote presentation from any major computer chip company and rest easy in the confidence that the name “Apple” would never pass the lips of any presenter. The message always seemed to be, as per the classic Mad Men meme, “I don’t think of you at all.”
But oh how the tables have turned. With the transition to Apple silicon well underway, and the debut of the high-powered M1 Pro and M1 Max chips last summer, major players in the silicon market are hastening to not only mention Apple, but to prove how much better their latest products are than that computer company that nobody used to care about.
This past week’s Consumer Electronics Show was a news cavalcade for the likes of Intel, AMD, and Nvidia, all of whom took their time to reassure the vendors that rely on them that, yes, they could play in the same league as Apple.