Intel needs to be competing against ARM anyway. With Windows 8 capable of running on ARM chips, Intel needs to stay relevant. Most consumers don't need more processing power, they another core or a faster processor doesn't mean anything to them. Tell them the battery will last two days or that it is xmm thick (because the battery is smaller) and you've got something people care about.<p>I suspect Apple will move the MacBook Air to one of their own ARM chips in the coming years. Apple likes to control the supply chain, even if at this point the A processors are not really a product differentiator.