Athlon 64: How AMD turned the tables on Intel

> 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...

While I suspect the Intel equivalent would do similar things, simply from being a big enough break it's an obvious thing to do, there's no guarantee it wouldn't be worse than AMD64. But I guess it could also be "better" from a retrospective perspective.

And also remember at the time the Pentium 4 was very much struggling to get the advertised performance. One could argue that one of the major reasons that the AMD64 ISA took off is that the devices that first supported it were (generally) superior even in 32-bit mode.

EDIT: And I'm surprised it got as far as silicon. AMD64 was "announced" and the spec released before the pentium 4 was even released, over 3 years before the first AMD implementations could be purchased. I guess Intel thought they didn't "need" to be public about it? And the AMD64 extensions cost a rather non-trivial amount of silicon and engineering effort to implement - did the plan for Itanium change late enough in the P4 design that it couldn't be removed? Or perhaps this all implies it was a much less far-reaching (And so less costly) design?

Lots of people loved Itanium and wanted to see it succeed. But surely the business folks had their own ideas too.

Without AMD64, I firmly believe eventually Itanium would have been the new world no matter what.

We see this all the time, technology that could be great but fails due to not being pushed hard enough, and other similar technology that does indeed succeed because the creators are willing push it at a loss during several years until it finally becomes the new way.