Apple Computer's advertising videos on television claim that for years processors made by Intel Corp., the new supplier of chips for Mac computers, were ?trapped inside??dull?personal computers (PCs) and only now, when they are found in Apple's Macs, the world's largest chipmaker's microprocessors were ?set free?for creativity and excitement.

The television ad of Apple claims that for years, Intel's chips have been ?trapped inside PCs ?dull little boxes, dutifully performing dull little tasks.?Now, the voiceover proclaims, the Intel processor will finally be set free, according to ZDNet UK.

?Never would we characterize our customers that way,?Intel vice president Deborah Conrad said in an interview.

Apparently, Intel Corp. did not see the ad videos by Apple Computer previous to a very short timeframe before they went live. But Intel Corp. is not angry on its new partner for the ads: it hopes this would push makers of PCs to produce more innovative and exciting computers.

?We certainly hope that this innovation engine kind of picks up and that you do see the beige box makers going, ?You know, maybe we could do something that looks and feels like that.?That would be a good thing, I think, from our perspective,?Mr. Conrad added.

The web-site also reports that Intel chief executive Paul Otellini hop into a clean-room worker suit because it was Apple's idea.

• ZDNet UK: Intel Denies Its Customers Are Dull.