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Sat, Dec 31, 2005 - Page 12 News List

Intel aims to remake itself as consumer brand

WARM AND FUZZY Under the guidance of Eric Kim, the man largely responsible for Samsung's rise as a global brand, Intel is hoping to shed its computer geek image

NY TIMES NEWS SERVICE , NEW YORK

Indeed the entire consumer electronics and computing industry is waiting to see if Apple will be the first company to use the Core chip for its devices.

Steve Jobs, chief executive of Apple, will take the stage at Apple's annual MacWorld exhibition in San Francisco a week after the Consumer Electronics Show.

It is possible that Jobs will extend the company's iTunes video strategy from the current portable iPod video player into a Yonah-based set-top box that would permit Apple to define the next generation of home video.

While an Apple-Intel living room alliance might not emerge as early as next month, most industry observers believe that Intel's alliance with Apple was shaped in part by Microsoft Corp's decision to pick the IBM PowerPC chip for its Xbox 360 game machine.

"Intel has begun tuning up Yonah for an orchestra we haven't heard yet," said Richard Doherty, a computer industry analyst in Seaford, New York.

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