At the Intel Developer Forum on Tuesday, Intel showed off an interactive Coke machine manufactured by SIA Interactive, a South American technology and design firm. The machine towered over Dadi Perlmutter, the head of Intel’s chip group.
Inside the Coke machine is a Core i7, the most powerful of Intel’s desktop microprocessors. Normally, the chip would be found within a server or high-end PC. It’s telling that Intel is positioning its chips as drivers of what are normally called “embedded” devices, where the microprocessor is placed in a variety of housings, typically for a mobile device. That role, more and more, is being played by rival ARM, a chip designer that licenses its chips to a number of chip manufacturers, including Samsung and even Apple, and is often found in smartphones and other mobile devices.