Intel unveils ‘Tiger Lake’ laptop chips to take on increased competition

Intel Corp has released “Tiger Lake,” the 11th generation version of its flagship laptop chip.

The US based global technology firm hopes that the new chip will help it reclaim lost market share and overcome upcoming Apple machines with chips designed by the iPhone makers themselves.

Intel claims that the new manufacturing techniques and other modifications used in making the chips make them more effective at various tasks including using artificial intelligence during video calls to minimize background noise.

The company said it collaborated with laptop makers including Samsung Electronics and Dell Technologies. Intel assured that the holiday shopping season would feature 50 machines from different manufacturers.

The announcement of Tiger Lake processor comes as Intel has struggled with delays in production. The firm is one of the few chip companies that both design and build their own chips.

The company has begun to lose market share to rivals like Advanced Micro Devices Inc (AMD), which use outside manufacturers like Taiwan Semiconductor Manufacturing Co.

While streaming its pre-recorded presentation, the Intel executives emphasized on real-world performance of the chip. Showcasing the graphical capability of the new chip, Intel executives claimed better frame rate efficiency than chips from Nvidia Corp and AMD.

Intel also introduced ‘Intel Evo”, a new co-brand for Project Athena laptops using Tiger Lake chips and co-engineered with manufacturers.

Project Athena is Intel’s laptop specification, which is an effort to ensure that the laptops deliver exactly what the manufacturers claimed.

The branding will be available to partners developing high-end devices, similar to the branding campaign “Ultrabook” which Intel launched in 2011 after Apple introduced its MacBook Air devices.

Apple had announced in June this year that it would stop using Intel chips from June and switch to its own Apple Silicon chips. The iPhone maker plans to release its first machines with self made chips this year.