Intel has printed a presentation that makes use of “snake oil” and used-car salesmen to indicate that AMD is deceptive clients with its current Ryzen branding.

Unfortunately, the launch comes on the eve of main modifications being made to Intel’s branding, too, as a part of the launch of its “Core Ultra” Meteor Lake chips.

The PDF presentation, found by @momomo_us and Neowin, is titled “Core Truths — How the Latest Technology is not always what it seems”. “There’s a long history of selling half-truths to unsuspecting customers,” the presentation reads, subsequent to a person holding a bottle that’s labeled “Snake Oil.”

The presentation then particularly goes on to name out AMD’s Ryzen branding, asking “Can I trust that this is the latest?” “No!” the presentation responds, with an arrow pointing to Intel’s personal Core i5 branding.

Intel

Intel’s presentation refers again to AMD’s dizzying new Ryzen mobile processor naming scheme, which the corporate launched in September 2022. The branding makes use of 4 digits and a letter suffix to symbolize the mannequin yr, the market phase, the structure, the “feature isolation,” and the shape issue. AMD even provided “decoder rings” to assist journalists out, and as a enjoyable piece of selling materials.

What Intel highlights is the third digit, particularly the structure used. As the presentation notes, the Ryzen 5 7520U makes use of a dated Zen 2 structure, initially developed in 2019. But AMD additionally markets the chip as a part of the 7000-series household, which additionally infers that these chips use AMD’s newest know-how. And many do: the Ryzen 7045 and 7040 sequence use AMD’s Zen 4 structure.

Intel is right in declaring that the 7035 (Zen 3+), 7030 (Zen 3) and 7020 (Zen 2), all use older designs. Still, Intel’s website appears designed to impress “FUD” (concern, uncertainty, and doubt) in clients contemplating shopping for AMD Ryzen-powered {hardware}.

“In a commercial buying scenario, it’s common for procurement teams to compare ‘equivalent’ options when filling out tender specs,” the presentation says. “For example, you might word the spec to include ‘latest gen Intel Core i5 or equivalent’. The Intel Core i5 and AMD 7000 Series are both ‘latest’ technologies but Core i5 1335U is up to 83% better in performance than Ryzen 5 7520U! In this example, the Ryzen 5 7520U would be far from equivalent!”

It’s value noting that the Ryzen 5 7520U in a low-end processor supposed for ultra-affordable notebooks, whereas Intel’s Core i5 targets extra midrange laptops.

AMD

Ironically, AMD’s naming scheme was spearheaded by Robert Hallock, then director of technical advertising and marketing for AMD. Hallock subsequently left AMD for Intel, the place he at present holds an analogous title. It’s not clear whether or not Hallock was conscious of or signed off on Intel’s presentation. The presentation appears supposed for industrial and schooling clients, however might apply to shoppers as effectively.

Also sarcastically, Intel is present process its personal branding modifications as Meteor Lake debuts — the 14th-gen Core chips. In June, Intel indicated that a number of modifications had been coming to its branding technique: it can drop the “i” from its Core i-series chips, leaving the “Core i5” as simply the “Core 5.” Higher-end Meteor Lake chips will now be known as the Core Ultra, probably tweaking among the personal suffixes and high-end branding Intel has used up to now, such because the Core i9, HX sequence, and “KF” chips.

Intel has but to announce its personal lineup of Meteor Lake chips, although the corporate has gone into in depth element describing how the Meteor Lake architecture differs from previous generations, together with a number of processor tiles with differing capabilities, the addition of recent low-power E-cores, and AI performance. But leaked benchmark outcomes have already revealed the Core Ultra 7 155H (six P-Cores, eight E-cores, and two low-voltage E-Cores), the Ultra 9 185H (6 P cores, 10 E cores) and probably the Core Ultra 7 165H and Core Ultra 7 1002H as effectively. If the latter processor is actual, it will use a distinct naming scheme — which Intel hasn’t described, anyway.

Also additionally sarcastically, Intel’s 14th-gen Core laptop computer and desktop processors use two completely completely different architectures constructed on two completely completely different processors — the unconventional new Meteor Lake hybrid structure in laptops, and “Raptor Lake Refresh” in desktops.

Intel is scheduled to disclose its laptop computer processor particulars, its PC companions, and extra on the December 14th launch of the Meteor Lake household, adopted by laptop computer debuts at CES in January and subsequent transport dates after that. But with such radical modifications being made to Intel’s branding in only a week, ought to Intel actually be throwing stones?

Intel

We’ll should see. Neither Intel nor AMD responded to our requests for remark by press time.