Intel's New Strategy at CES 2026
Intel has adopted a distinct approach with its latest processors, prioritizing fundamental computer performance rather than the artificial intelligence features that have dominated the tech industry for over a year. At CES 2026 in Las Vegas, the chip manufacturer unveiled its Core Ultra Series 3 processors. In its presentation, Intel emphasized the speed of these chips and their battery efficiency, diverging from the trend of many tech companies that have positioned AI as the primary selling point for new laptops.
Exceptional Battery Performance
These new processors are significant for Intel as they represent the first to be manufactured using the company's 18A technology, a development that has been years in the making. Laptops equipped with these processors are expected to offer up to 27 hours of battery life on a single charge. This marks a substantial improvement over previous Intel chips and surpasses the battery performance of current Apple offerings, with the MacBook Air providing 18 hours and the MacBook Pro up to 24 hours.
Pavan Davuluri, president of Windows and devices at Microsoft, commented on the new chips during an interview with Yahoo Finance at the event. He stated, "I think the fundamental thing is these are going to be faster, more responsive PCs with better value."
While Intel did acknowledge AI capabilities in relation to the new processors, the company's deliberate choice to focus on features that directly appeal to everyday consumers purchasing laptops is evident.
Alvin Nguyen, a senior analyst at Forrester, explained the rationale behind this strategy to Yahoo Finance, saying, "You communicate with what people understand, what they’re familiar with. You won’t go wrong if you can say it’s faster, it’s got better battery life, plus it has AI. I think that’d be a great message."
This product launch is crucial for Intel as it aims to revitalize its market position. Jim Johnson, senior vice president and general manager of Intel’s client computing group, expressed confidence in the manufacturing process behind these new chips.
"We absolutely have confidence the 18A ramp will prove this," Johnson said. "But we’re not going to promise it. We’re just going to do it. Just have it happen. Let’s go do it. We’re launching wafers like you wouldn’t believe we have two [factories] running 18A, and demand is high."
Significant Improvements in Gaming Performance
The introduction of these processors is particularly vital for Intel, which has seen a decline in market share to Advanced Micro Devices in recent years due to past missteps. The Core Ultra Series 3 represents Intel's most significant effort to regain the trust of both individual consumers and businesses by delivering chips that offer strong performance without compromising battery life.
Demonstrations at Intel's booth showcased the capabilities of laptops featuring the new chips. Several machines were shown running demanding games such as "Battlefield 6." While some laptops were equipped with discrete Nvidia graphics cards, others relied solely on the integrated graphics of the Series 3 chips. Both configurations successfully ran the games without issue.
This level of integrated graphics performance is noteworthy. For an extended period, the graphics processing capabilities built into processors have been insufficient for serious gaming. Previously, users would have to significantly reduce game settings to achieve playable frame rates, resulting in a visually degraded experience. The Core Ultra Series 3's ability to run multiple games smoothly signifies a considerable advancement.
However, Intel faces intense competition. AMD also launched new laptop chips at CES, and Qualcomm introduced a new chip as it seeks to expand its presence in the PC market.
During a meeting with financial analysts in New York City in November, AMD CEO Lisa Su outlined her company's objectives. She indicated that AMD anticipates capturing up to 40% of PC market revenue within the next three to five years, a substantial increase from its 20% revenue share in 2025.
Intel's objective is to counteract this trend, and its latest processors may provide the necessary advantage to retain its customer base.