Editing Intel (section)

====486, Pentium, and Itanium====
Intel introduced the [[Intel 80486|486]] microprocessor in 1989, and in 1990 established a second design team, designing the processors code-named "[[P5 (microarchitecture)|P5]]" and "[[P6 (microarchitecture)|P6]]" in parallel and committing to a major new processor every two years, versus the four or more years such designs had previously taken. The P5 project was earlier known as "Operation Bicycle", referring to the cycles of the processor through two parallel execution pipelines. The P5 was introduced in 1993 as the Intel [[Pentium]], substituting a registered trademark name for the former part number. (Numbers, such as 486, cannot be legally registered as trademarks in the United States.) The P6 followed in 1995 as the [[Pentium Pro]] and improved into the [[Pentium II]] in 1997. New architectures were developed alternately in [[Santa Clara, California]] and [[Hillsboro, Oregon]].

The Santa Clara design team embarked in 1993 on a successor to the [[x86|x86 architecture]], codenamed "P7". The first attempt was dropped a year later but quickly revived in a cooperative program with [[Hewlett-Packard]] engineers, though Intel soon took over primary design responsibility. The resulting implementation of the [[Itanium|IA-64]] 64-bit architecture was the [[Itanium]], finally introduced in June 2001. The Itanium's performance running legacy x86 code did not meet expectations, and it failed to compete effectively with [[x86-64]], which was AMD's 64-bit extension of the 32-bit x86 architecture (Intel uses the name '''Intel 64''', previously '''EM64T'''). In 2017, Intel announced that the [[Kittson (processor)|Itanium 9700 series]] (Kittson) would be the last Itanium chips produced.<ref name="Davis 2017">{{cite web
  |url = https://itpeernetwork.intel.com/evolution-mission-critical-computing/
  |title = The Evolution of Mission Critical Computing
  |access-date = May 11, 2017
  |df = mdy-all
  |last = Davis
  |first = Lisa M.
  |date = May 11, 2017
  |work = Intel
  |quote = ...the 9700 series will be the last Intel Itanium processor.
  |archive-date = May 17, 2017
|archive-url = https://web.archive.org/web/20170517090556/https://itpeernetwork.intel.com/evolution-mission-critical-computing/
  |url-status = live
  }}</ref><ref name="IA-PCWorld">{{cite web|title=Intel's Itanium, once destined to replace x86 processors in PCs, hits end of line|url=http://www.pcworld.com/article/3196080/data-center/intels-itanium-once-destined-to-replace-x86-in-pcs-hits-end-of-line.html|website=PCWorld|access-date=May 15, 2017|language=en|date=May 11, 2017|archive-date=May 15, 2017|archive-url=https://web.archive.org/web/20170515051735/http://www.pcworld.com/article/3196080/data-center/intels-itanium-once-destined-to-replace-x86-in-pcs-hits-end-of-line.html|url-status=live}}</ref>

The Hillsboro team designed the [[Pentium 4#Willamette|Willamette]] processors (initially code-named P68), which were marketed as the Pentium 4.

During this period, Intel undertook two major supporting advertising campaigns. The first campaign, the 1991 "Intel Inside" marketing and branding campaign, is widely known and has become synonymous with Intel itself. The idea of "[[ingredient branding]]" was new at the time, with only [[NutraSweet]] and a few others making attempts to do so.<ref>{{Cite book|author=Richard S. Tedlow|url=https://books.google.com/books?id=zQamXENAalkC&pg=RA1-PA256|title=Andy Grove: The Life and Times of an American Business Icon|year=2007|isbn=978-1-59184-182-1|page=256| publisher=Penguin }}</ref> One of the key architects of the marketing team was the head of the microprocessor division, [[David House (computer designer)|David House]].<ref>{{Cite journal |date=January 22, 2001 |title=Former Bay CEO to head startup |journal=Network World |volume=18 |issue=4 |pages=8}}</ref> He coined the slogan "Intel Inside".<ref>{{Cite web |last=Marshall |first=Jonathan |date=December 5, 1997 |title=An Organized House / Ex-Intel exec rebuilds Bay Networks with focus |url=https://www.sfgate.com/business/article/An-Organized-House-Ex-Intel-exec-rebuilds-Bay-2791338.php |access-date=July 7, 2023 |website=SFGATE |language=en-US |archive-date=June 26, 2023 |archive-url=https://web.archive.org/web/20230626225021/https://www.sfgate.com/business/article/An-Organized-House-Ex-Intel-exec-rebuilds-Bay-2791338.php |url-status=live }}</ref> This campaign established Intel, which had been a component supplier little-known outside the PC industry, as a household name.

The second campaign, Intel's Systems Group, which began in the early 1990s, showcased manufacturing of PC [[motherboard]]s, the main board component of a personal computer, and the one into which the processor (CPU) and memory (RAM) chips are plugged.<ref>{{cite web|last=Wilson|first=Tracy V.|date=July 20, 2005|title=HowStuffWorks "How Motherboards Work"|url=http://computer.howstuffworks.com/motherboard.htm|access-date=July 29, 2010|publisher=Computer.howstuffworks.com|archive-date=August 13, 2010|archive-url=https://web.archive.org/web/20100813135305/http://computer.howstuffworks.com/motherboard.htm|url-status=live}}</ref> The Systems Group campaign was lesser known than the Intel Inside campaign.

Shortly after, Intel began manufacturing fully configured "[[white box (computer hardware)|white box]]" systems for the dozens of PC clone companies that rapidly sprang up.<ref>{{Cite web |title=Intel Corporation The Architecture That Would Not Die |url=https://www.lawyersnjurists.com/article/intel-corporation-the-architecture-that-would-not-die/ |access-date=December 13, 2023 |website=The Lawyers & Jurists |archive-date=December 13, 2023 |archive-url=https://web.archive.org/web/20231213044237/https://www.lawyersnjurists.com/article/intel-corporation-the-architecture-that-would-not-die/ |url-status=live }}</ref> At its peak in the mid-1990s, Intel manufactured over 15% of all PCs, making it the third-largest supplier at the time.{{Citation needed|date=May 2009}}

During the 1990s, [[Intel Architecture Labs]] (IAL) was responsible for many of the hardware innovations for the PC, including the [[Conventional PCI|PCI]] Bus, the [[PCI Express]] (PCIe) bus, and [[Universal Serial Bus]] (USB). IAL's software efforts met with a more mixed fate; its video and graphics software was important in the development of software digital video,{{Citation needed|date=February 2011}} but later its efforts were largely overshadowed by competition from [[Microsoft]]. The competition between Intel and Microsoft was revealed in testimony by then IAL Vice-president [[Steven McGeady]] at the [[United States v. Microsoft Corp. (2001)|Microsoft antitrust trial]] (''United States v. Microsoft Corp.'').