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...

I wanted to mention that the Pentium 4 (Prescott) that was marketed as the Centrino in laptops had 64bit capabilities, but it was described as 32bit extended mode. I remember buying a laptop in 2005(?) which I first ran with XP 32bit, and then downloading the wrong Ubuntu 64bit Dapper Drake image, and the 64bit kernel was running...and being super confused about it.

Also, for a long while, Intel rebranded the Pentium 4 as Intel Atom, which then usually got an iGPU on top with being a bit higher in clock rates. No idea if this is still the case (post Haswell changes) but I was astonished to buy a CPU 10 years later to have the same kind of oldskool cores in it, just with some modifications, and actually with worse L3 cache than the Centrino variants.

core2duo and core2quad were peak coreboot hacking for me, because at the time the intel ucode blob was still fairly simple and didn't contain all the quirks and errata fixes that more modern cpu generations have.

Speaking of marketing, that era of Intel was very weird for consumers. In the 1990s, they had iconic ads and words like Pentium or MMX became powerful branding for Intel. In the 2000s I think it got very confused. Centrino? Ultrabook? Atom? Then for some time there was Core. But it became hard to know what to care about and what was bizarre corporate speak. That was a failure of marketing. But maybe it was also an indication of a cultural problem at Intel.