Athlon 64: How AMD turned the tables on Intel

Fun fact: Bob Colwell (chief architect of the Pentium Pro through Pentium 4) recently revealed that the Pentium 4 had its own 64-bit extension to x86 that would have beaten AMD64 to market by several years, but management forced him to disable it because they were worried that it would cannibalize IA64 sales.

> Intel’s Pentium 4 had our own internal version of x86–64. But you could not use it: we were forced to “fuse it off”, meaning that even though the functionality was in there, it could not be exercised by a user. This was a marketing decision by Intel — they believed, probably rightly, that bringing out a new 64-bit feature in the x86 would be perceived as betting against their own native-64-bit Itanium, and might well severely damage Itanium’s chances. I was told, not once, but twice, that if I “didn’t stop yammering about the need to go 64-bits in x86 I’d be fired on the spot” and was directly ordered to take out that 64-bit stuff.

https://www.quora.com/How-was-AMD-able-to-beat-Intel-in-deli...

"If you don't cannibalize yourself, someone else will."

Intel has a strong history of completely mis-reading the market.

I don't think it's just mis-reading. It's also internal politics. How many at Nokia knew that the Maemo/MeeGo series was the future, rather than Symbian? I think quite a few. But Symbian execs fought to make sure Maemo didn't get a mobile radio. In most places, internal feuds and little kingdoms prevail over optimal decisions for the entire organization. I imagine lots of people at Intel were deeply invested in IA-64. Same thing repeats mostly everywhere. For example, from what I've heard from insiders, ChromeOS vs Android battles at Google were epic.