Steve Jobs Discusses Why Macs Lack ‘Intel Inside’ Stickers

In a revealing conversation, the soon-to-be former Intel CEO Paul Otellini disclosed a missed chance to incorporate Intel chips inside the original iPhone.

Otellini mentioned that negotiations between Apple and Intel broke down over pricing issues. Additionally, he admitted to underestimating the iPhone’s potential impact and success in the market.

The idea of an iPhone with an “Intel Inside” sticker might seem amusing now, especially considering Apple’s branding strategies. This notion brings to mind a humorous incident from an old video featuring Steve Jobs, where he was questioned about the absence of “Intel Inside” stickers on Macs during a Q&A session after the unveiling of the first aluminum iMac in August 2007.

The interesting exchange starts around the 32-second mark of the video.

The question itself made Tim Cook and Phil Schiller chuckle.

Jobs, with his characteristic wit, elicited laughter and applause by quipping, “What can I say? We like our own stickers better.”

He continued to express his appreciation for Intel, saying:

Don’t get me wrong.

We love working with Intel. We’re very proud to ship Intel products in Macs. I mean, they are screamers.

And combined with our operating system, we’ve really tuned them well together, so we’re really proud of that. It’s just that everyone knows we’re using Intel processors, and so I think putting a lot of stickers on the box is just redundant. We’d rather tell them about the product inside the box, and they know it’s got an Intel processor.

This rationale seems perfectly logical.


Joshua is a dedicated writer for TUAW, bringing readers the latest news and insights on all things Apple. With a keen eye for detail, Joshua covers everything from the newest iPhone releases to the latest updates in macOS. His articles are a go-to source for Apple enthusiasts who want to stay informed about their favorite products, including the iPad, Apple Watch, and MacBook. Joshua’s straightforward and engaging writing style makes complex tech topics easy to understand for everyone.