Digital Foundry Says Switch 2 Running Switch Games At 4K Is "Quite The Thing" In Performance BreakdownRay-tracing in, but not demoedby PJ O'Reilly 8m agoShare:0Subscribe to Nintendo Life on YouTube802kThose incredibly clever specs-machines over at Digital Foundry have been hard at work breaking down all the juicy technical details in the wake of Nintendo's Switch 2 Direct, and the news is good for fans of things that are more powerful than the things that preceded them. That's everyone, right?Richard Leadbetter, tech editor over at Digital Foundry, said that he'd expected Nintendo to gently evolve, rather than stage any sort of revolution, but that they'd showed they were still capable of surprises. Starting with the console's new screen, he went on:"The display may be LCD in nature, but in every other spec point, the firm has delivered. First of all, there's the inclusion of HDR - transformative to a game's presentation as any one with a decent TV or even Steam Deck OLED can attest. The potential here is considerable and could have industry-wide ramifications: a mainstream console ships with an HDR display as standard, which should - in theory, at least - guarantee take-up of the feature."Leadbetter then mentions 120hz and VRR support, saying that Variable Refresh Rate in particular could help lift games from 30fps to that much smoother 40fps sweet spot, which has so often been a nice middle ground, even on some new PS5 and Series X games.It really is great and a bit strange to see a Nintendo console supporting all of this new tech, actually getting with the times, even if, as Digital Foundry says, we need to remember it's still a fairly underpowered piece of mobile tech. You can't ruin our hype, Richard!Some other points that we picked out from Digital Foundry's excellent video, which you can watch in full above, are as follows;The battery is less powerful than that found in a Steam Deck, suggesting the APU on the Switch 2 will consume very little power, compared to the Steam Deck when running core programs. Leadbetter says it will be a challenge to run AAA games on a roughly 10-watt power overhead. It will therefore mean devs really digging into Switch 2 to draw the best from it:"...bespoke game integrations from developers are going to be key in getting decent mobile experiences - but to be clear, running triple-A fare on a 10W power budget is going to be quite the challenge! We didn't see much mobile footage in the presentation (but we did catch a glimpse of Cyberpunk 2077 which operated at 960x540 in the tiny amount of content we did see) but I'm reasonably confident that the handheld experience should pan out - not least based on the absolute miracles we've seen over the years on the original Switch."Donkey Kong Bananza is looking great and showing off the console's new processing power:"Perhaps a little more ambitious with a native 1080p rendering resolution. 60fps is maintained with only occasional drops based on this preview footage, but it's clear that both the improved CPU and GPU are being asked to do a whole lot more based around the physics on display."Mario Kart World seriously impressed the team, too:"...the footage we saw from what must be the docked mode rendered at 1440p resolution - albeit with no visible anti-aliasing. We're also hearing reports from the hands-on event happening right now that there's a 1080p mode that runs at 120fps."Image: Digital FoundrySwitch games boosted with special editions on Switch 2 represent a 5.12x boost to pixel throughput.Ray-tracing tech is built into the Switch 2's T239 processor, but they saw no evidence of it being used during demos.The team couldn't see evidence of DLSS being used in any games demoed, though it can't be ruled out. Nvidia has confirmed that Switch 2 has DLSS functionality.In terms of third-party games, Digital Foundry were less enthusiastic, with some games looking a little underwhelming, as Leadbetter puts it;"We got a glimpse of a creditable rendition of Cyberpunk 2077, operating between 720p and 1080p with dynamic resolution scaling while targeting 30fps (though we did notice dips). Assuming the mobile footage is actually of the handheld mode, resolution there was 540p - but again, dynamic resolution scaling would be a fair assumption. Reports from the hands-on event don't seem to be particularly favourable, however.We didn't get to see too much of Unreal Engine 5 though, the engine of the current generation. Split Fiction doesn't tap into the high-end features of the technology, but nevertheless ran at 30fps vs the 60fps of the other console versions with considerable cutbacks to the graphics. Meanwhile, we had just the tiniest of glimpses of Fortnite running on the new console, with what looked like a locked 1080p in the footage we saw and operating at 60fps."Images: Digital FoundryIn the end, Digital Foundry came away impressed overall, suggesting the new potency here could unleash Nintendo to create some real magic, with first-party games looking and playing transformatively better than they did on the OG Switch.How do you feel about the Switch 2's potential now that we're starting to see some actual performance? Let us know in the comments![source eurogamer.net]Share:01 PJ is a staff writer across Pure Xbox and Nintendo Life. He's been playing video games pretty much nonstop since the early 1980s, and enjoys boring people with tedious stories about how long ago that really is. Hold on there, you need to login to post a comment...Related ArticlesWhere To Pre-Order Nintendo Switch 2Pre-orders open 8th/9th AprilNintendo Switch 2 Direct: Time, Where To Watch, What To ExpectIt's time for Switch 2Switch 2 Pre-Orders Expected To Sell Out "Day One" Due To Limited Unit AllocationAccording to a "large US retailer"Nintendo Is (Kinda) Returning To Region-Locking With A Cheaper Japanese Switch 2Priced 49,980 yen, which is around $333 USD

Update: Pre-orders are live at GAME in the UK.Following on from the Direct showcase, Nintendo has announced that Switch 2 pre-orders will go live on the 8th April in the UK and Europe, and 9th April in the US and Canada.According to one "large US retailer" (and anyone with an ounce of common sense), pre-orders are expected to sell out fast, so if you're hoping to get a Switch 2 on launch day, you'll want to slam down your money sharpish.Read the full article on nintendolife.com

The Trump administration has fired Timothy Haugh, the head of the National Security Agency and Cyber Command, several news publications reported overnight into Friday.Haugh, a career military official, led the National Security Agency, the U.S. main wiretapping and intelligence gathering agency, for little more than a year after his appointment in February 2024 following his predecessors retirement. Haugh also oversaw Cyber Command, a military unit that conducts offensive cyber operations against U.S. adversaries.The Washington Post, which first reported the news, and The New York Times, said the firings come after right-wing activist Laura Loomer advocated for Haughs firing along with several other national security officials during a meeting with President Donald Trump in the Oval Office on Thursday.NSA deputy director Wendy Noble, who served as the agencys top civilian leader, was also let go, according to reports.Its not clear who is currently overseeing the NSA and Cyber Command following Haughs firing.A spokesperson for The White House did not immediately comment on the reason for Haughs removal.Contact us securelyDo you work at NSA or in government and know more? You can contact Zack Whittaker on Signal at zackwhittaker.1337 and share documents securely with TechCrunch via SecureDrop.Eddie Bennett, a spokesperson for the National Security Agency, deferred comment to the Department of Defense, which houses the NSA. A spokesperson for the Department of Defense, who did not provide their name, told TechCrunch that the organization has seen the reports but have nothing to offer at this time, and that it will provide more information when it becomes available.The move to oust one of the countrys top intelligence officials appeared to catch senior lawmakers overseeing the agency by surprise.In a statement, Mark Warner, a Democrat senator from Virginia and vice-chair of the Senate Intelligence Committee, called the news of Haughs firing astonishing.General Haugh has served our country in uniform, with honor and distinction, for more than 30 years, said Warner. At a time when the United States is facing unprecedented cyber threats, as the Salt Typhoon cyberattack from China has so clearly underscored, how does firing him make Americans any safer?, he wrote, referring to a series of long-running China-led hacks against U.S. phone and internet giants that were discovered last year.Warner also criticized the Trump administration for the firing while still failing to hold any member of his team accountable for sharing classified information about air strikes in Yemen in a Signal messaging group chat with several other senior cabinet-level officials, which inadvertently included a journalist.Jim Himes, a Democrat congressman who heads the Houses intelligence committee, said in remarks that he was deeply disturbed by the decision to remove Haugh.In March, The Wall Street Journal reported that Elon Musk, who heads the Trump administrations Department of Government Efficiency, met with Haugh at the NSAs headquarters in Fort Meade, Maryland. At the time, the NSA said the meeting was to ensure its priorities were aligned with the Trump administration.Musk had previously called for an overhaul at the spy agency, but did not provide specifics.

LALAKA - stock.adobe.comNewsBanks to share fraud data with tech firms in cross-sector collaborationUK banks join tech firms in fraud data-sharing initiative to enable collaboration on action to stop online scamsByKarl Flinders,Chief reporter and senior editor EMEAPublished: 04 Apr 2025 13:15 Banks and tech firms are coming together in an initiative to share information on fraud to give them visibility of the attacks targeted at customers.The collaboration is part of Stop Scams UKs intelligence-sharing pilots, which have brought together banks such as HSBC, NatWest and Santander with tech firms Amazon, Google and Meta.Mobile telecommunications firm Three, BT, challenger bank Monzo, Lloyds Bank and tech giant Meta are among the members that published the Stop Scams UK joint statement.According to the joint statement: [This year] presents a unique opportunity for collaboration. Through Stop Scams UK, tech, telecoms companies, and financial services providers have joined forces to share technology, data and intelligence to combat fraudsters on the platforms where they operate, helping to boost consumer confidence and promote economic growth.Following a successful proof of concept, we have developed a series of data and intelligence-sharing pilots that are proving we can get ahead of fraudsters. Now marks the moment to accelerate, build and scale, it stated.According to Stop Scams UK,accounts for 41% of all crime in England and Wales, so effective detection and prevention requires collaboration among industry, government, and law enforcement.James Babbage, director general (Threats) at the National Crime Agency, said Stop Scams UK is enabling and supporting the sharing of data to prevent crime.UK victims are being targeted by fraudsters on an industrial scale, both from within the country and from overseas, he said. In response, the National Crime Agency is working closely with partners across the world to disrupt scammers and tackle the abuse of cyber and financial enablers they rely on.He said partnerships between the public and private sectors are vital to prevent scammers from defrauding people and businesses.There have been calls for tech firms to share with banks some of the burden for the high cost of fraud emanating online. In 2021, Anne Boden, founder and former CEO of Starling Bank, called for cooperation between sectors to clamp down on authorised push payment (APP) fraud.In ablog postat the time, Boden said other sectors must shoulder some responsibility for APP scams, particularly social media platforms. Banks invest billions of pounds in tackling economic crime, but we cannot stop it on our own, she wrote.Very often, [social media] accounts are used for advertising for money mules for the purposes of money laundering, selling stolen identity and credit card data, phishing, bogus investment scams and impersonation fraud.Boden said banks seem to have become the underwriter of all kinds of fraud that are not really financial fraud at all. As a founding member of Stop Scams UK, we welcome the opportunity to work together with the technology and telecommunications sectors, regulators, government, and law enforcement to combat fraud Vim Maru, BarclaysVim Maru, CEO of Barclays UK, said: As a founding member of Stop Scams UK, we welcome the opportunity to work together with the technology and telecommunications sectors, regulators, government, and law enforcement to combat fraud.Monzos director of fraud and disputes risk, Rich Bromley, said: Industry cross-collaboration and data sharing is key to supercharging this even further as we continue our work to outpace criminals tactics and keep our customers money safe.Exchanging insights will help build a stronger defence network, according to Scott Knapp, vice-president of worldwide buyer risk prevention at Amazon: Collaborating with industry peers and government partners helps us stay ahead of bad actors and better protect consumers, he added.Last year, a Which?-led coalition of banks and telecoms operators called on the newly instated Labour government to take the lead on enabling data sharing to help fight digital fraud.Read more about online scamsIn The Current Issue:Behind the scenes at Amazon UKs robotic-powered warehouseAll change: Weighing up the options for enterprises as open source licences evolveDownload Current IssueNutanix cloud VP: A complete and open Kubernetes on any infrastructure CW Developer NetworkDistrust builds between digital ID sector and government amid speculation over 'ID cards by stealth' Computer Weekly Editors BlogView All Blogs

The United Nations (UN) latest take on technology is that the distinctive feature of artificial intelligence (AI) is its ability to amplify human intelligence. Intelligent machines allow for more effective human and robot collaboration that may spark a fifth industrial revolution. However, there is a risk this could lead to job losses.The UNs Technology and innovation report 2025 predicts that a new wave of technological transformation will reshape the economy and society. The report warns there is a risk that the use of AI will replace many workers while not creating enough new jobs, and may also widen job polarisation and increase income inequality.It points out that developed countries are more likely than developing countries to face more immediate labour market adjustments and an increase in wage inequality. The report cites the UK as an example of a country where a significant share of employment is in professional and managerial occupations, which are highly exposed to AI augmentation. It notes that job losses may also occur in clerical support and technician occupations due to AI-related automation.The report highlights that nearly half of the occupations that could benefit from augmentation face digital barriers. It also notes a significant gender-related imbalance in automation, largely because women are more likely to perform the most exposed jobs.The proportion of women-held jobs that are exposed to automation can be up to twice that of men, it warned, adding that the gender divide in digital skills and access to IT skills may limit the benefits of AI adoption for women, potentially widening existing inequalities.Since AI can augment or displace labour, the UN notes that productivity gains depend on long-term structural adjustments in the labour market. Citing Organisation for Economic Cooperation and Development (OECD) findings from 2024, the report said: If AI is designed and used primarily as a labour-substituting technology, in the long term, the declining employment share in sectors that are more AI intensive can diminish the overall economic effect of productivity gains.It stated that workers who lose their jobs to AI may be hired in sectors with lower productivity, which could result in job polarisation and widening income inequality.The UN warned that while productivity may increase in AI-intensive sectors, the aggregate productivity impact could be limited by slower productivity growth in labour-intensive sectors.The report recommended that governments promote human-complementary AI technologies through increased research and development funding, strategic public procurement and targeted tax incentives. Improving labour market opportunities and establishing clear career development pathways can mitigate the risk of brain drain, it stated.The UN also looked at where AI developments are taking place. The report notes that most of the leading semiconductor companies are from the US and other developed economies, with the US having around one-third of the top 500 supercomputers and more than half of overall computational performance, based on the TOP500 2024 supercomputer performance benchmarks. China is ranked second, with 80 of the top 500 supercomputers, although its total computational performance is less than one-tenth that of the US.The UN warned that most developing countries have limited capacities in AI hardware and infrastructure, which hinders their adoption and development of AI. It said this should raise concerns over supply chain vulnerabilities and the interest of governments to achieve autonomy in the development of technologies that are crucial for advancing national developmental goals.Read more stories about AI policyTechnology is changing and so should the civil service: The government has promised that AI will change policymaking but that means policymakers in the civil service will need to change too.Google and OpenAI target state laws in AI action plan: The federal government is developing plans for AI policy in the US. Stakeholders want a federal policy pre-empting state laws as a top strategic priority.

Valeriia Mitriakova/Getty ImagesLooking for advice on how to protect your home and office from cyberattacks? A good place to start is with the people who do this work every day on behalf of the US government.The folks at the National Institute of Standards and Technology (NIST) have created a simple Cybersecurity Basics page that boils down the technical information in its four-volume Digital Identity Guidelines to a set of clear guidelines for small business owners and managers. The most recent guidelines were published in August 2024, and the agency is currently sifting through thousands of comments from security-minded professionals offering suggestions for the next edition. Also: I clicked on four sneaky online scams on purpose - to show you how they work(For those who are willing to dive into the full report, you'll find some good advice for IT pros and service providers in the "Passwords" section of Appendix A. This content will be especially helpful if you are trying to convince your IT department to stop forcing regular password changes.)For a simpler, more practical collection of guidelines, try the Secure Our World website, run by the Cybersecurity & Infrastructure Security Agency (CISA). It's targeted at an audience of consumers without a technical background, which makes it a solid source of information you can share with friends and family to help them deal with common threats. Also: Stop paying for antivirus software. Here's why you don't need itI've gone through the latest versions of all these documents and compiled a list of seven rules to follow when it comes to passwords. 1. Make sure all your passwords are strong enough What makes a password strong? It's long enough a minimum of 15 characters, using the latest NIST guidelines, with 64 characters as a reasonable maximum password length.It's random, with a mix of upper- and lower-case letters, numbers, and symbols that are not found in a dictionary and don't include any part of your name or the name of the service they unlock.It's not easy to guess.Of all those factors, experts agree that length is the most important. In fact, the experts at NIST say that recent analyses of breached password databases show that having a longer password is far more important than trying to make it complex. Passphrases made up of three or more unrelated words separated by symbols and numbers can be effective as well. 2. Use a password manager The average person has dozens of passwords. If you have an active online life, you might have hundreds of credentials. No human can memorize even a handful of long, random, unique passwords. Nor should they have to! Install a password manager on every device and let it handle the work of creating long, unique, impossible-to-guess passwords and saving them in a secure, encrypted enclave. Also: The best password managers: Expert testedTechnically, a pen-and-paper notebook can do part of that job, albeit with a lot more friction. A software-based password manager, however, does so much more: it instantly creates truly random passwords, saves your credentials in an encrypted database, and syncs everything across multiple devices. The most important layer of protection, though, is one that isn't immediately obvious. Your password manager knows which domains are associated with a saved set of credentials and won't enter a password on a domain that isn't authorized. So if a skilled attacker crafts a phishing email that fools you into thinking it's from your bank or broker, and you click a link that goes to a fake domain, the password manager will refuse to enter your credentials. That one step will force you to stop and look more carefully at the message, which is the single most important anti-phishing step of all. 3. Never reuse a password It's a natural human instinct to have a favorite set of credentials (username and password) that you reuse on multiple sites. Yes, that makes things easier to remember, but it also ensures that a data breach at one site will give attackers access to that set of credentials, which they will in turn try on other sites that weren't affected by the breach. A good password manager should flag reused passwords and offer to create strong, unique replacements.Please note: Simply tacking an exclamation point or a number on the end of your old password doesn't qualify as creating a new password. Neither does creating a new variation of one of your commonly used passwords. 4. Avoid password hints The whole idea of a password hint is that it's made up of some word or name or date that is meaningful to you. By definition, that kind of password is easy to guess, and adding a password hint makes the job even easier for someone who wants to break into your accounts. The experts at NIST are adamant in their advice: People who manage secure online services absolutely should not use knowledge-based authentication hints (e.g., "What was the name of your first pet?") or security questions.The best password hint is four words: "Check your password manager." 5. Change default passwords One of the most insidious ways for attackers to break into a home or business network is to go through a device on that network, using vulnerabilities in its management interface. That could be your Wi-Fi router, for example, with its default password that's often just password. IP-based cameras and doorbells you install as part of a home security system are also possible entry points. If you have any of those devices on your network, replace those default passwords with more robust credentials. 6. Use multi-factor authentication whenever possible No matter how strong you make your passwords and how carefully you try to protect them from being compromised, stuff happens. In many cases, it's not even your fault if a firm managing an online service gets hacked and gives up your credentials. Also: What are passkeys? Experience the life-changing magic of going passwordlessThe most effective protection, by far, is to ensure that no one can sign in to your accounts on a new device unless they can provide a second form of identification, ideally using an authenticator app on a device you own. (Codes sent to your phone using SMS are an acceptable option, but they are at greater risk of being taken over by a determined attacker through a technique called SIM-jacking.) You don't have to 2FA all the things, but you should insist on a second factor for high-value services such as email and messaging, social media, bank accounts, and brokers. 7. Don't change your passwords unless you have to Experts agree that changing passwords regularly isn't necessary. In fact, organizations that require users to change their passwords for no reason are actually making their networks less secure. Why? Because people who are forced to change passwords regularly are likely to choose weak, easy-to-guess passwords. If you've done a solid job of choosing a strong and unique password, there's no need to change it under normal circumstances. Also:The best malware removal software: Expert tested and reviewedSo, when should you change your password?Obviously, you should replace a password if it's unacceptably weak or if it's a duplicate of one you use elsewhere. You should also change any password at the first hint that it's been compromised due to a data breach. That said, if your IT department or an online service insists on forcing a password change, you should do as they say. Just let your password manager create the longest, strongest password that meets their demands. This article was originally published on July 24, 2024, and last updated on April 1, 2025.Featured

Draining batteries too much can shorten their lifespan. Here's why - and what you should do about it.

On Saturday, April 5 the deadline for TikTok to be sold or be banned is due to come into force. Will the app close down again? And what will it mean?

Everyone on the internet has an opinion about how your "body count" affects your relationships. But ... More what does science have to say on the subject?gettyThe topic of sexual partners is something that sparks extremely heated debates in most social circles. Harsh opposing views can be heard on every side of the argument, and it does not seem like either side is going to change their mind any time soon.On one side, people with a more conservative view believe that keeping your body count as low as possible if youre not in a committed relationship ultimately improves the quality of your future relationship. Other people feel like they should be allowed to have as many partners as they choose without being judged by society.The number of sexual partners you have in your lifetime is one of the most personal aspects of your life. Ultimately, only you can decide what feels right for you. However, popular media and social discourse have turned this topic into a moral battleground, perpetuating myths that reinforce shame, fear and outdated stereotypes.Here are three common myths about how body count affects relationships.Myth 1: A High Body Count Damages RelationshipsIf youve gone down the dark rabbit hole of this topic, youve probably heard one or more podcast hosts refer to people, especially women, as somehow tainted if they have a high body count. The rhetoric pushed here is that someone with a high body count has less value and will either make a terrible partner or no one will want them in the first place.This belief is often fueled by cultural and religious norms rather than scientific evidence. While some people personally prefer partners with less sexual experience, there is no research proving that a high body count makes someone a bad partner. In fact, research suggests a much more nuanced relationship between premarital sexual experience and divorce rates.Women with very few or many partners before marriage face a higher risk of divorce, while those with moderate experience (3-9 partners) have the lowest risk. And while virgins do have the lowest risk overall, this number has declined significantly over time.This suggests that marrying a partner with a low body count does not guarantee a long-lasting relationship. More importantly, it challenges the idea that sexual experience alone determines relationship success. What matters far more are qualities like emotional intelligence, communication skills, compatibility and the ability to work through conflict.Myth 2: People With High Body Counts Dont Value IntimacyJust because someone comes into a relationship with significant sexual experience does not mean they view intimacy as unimportant. Someone with multiple prior partners is no less capable than others of forming deep connections in a committed relationship.At its core, intimacy is about emotional closeness, trust and vulnerability. A person with a high body count may, in fact, have developed a deeper understanding of intimacy through their experiences, learning what creates connection and what doesnt. They may have gained valuable insights into emotional availability, communication and mutual pleasure, which can enhance their ability to nurture a meaningful bond.This is not to say that having multiple partners might not affect your relationship with your future partner at all. The more people you experience a sexual relationship with, the more comparisons you might be inclined to make.If youve had former partners who excelled in certain areas of intimacy, you may be more likely to notice where your spouse falls short. A 2023 report from the Wheatley Institute found that individuals who had only ever been with their spouse reported higher sexual satisfaction and longer-lasting marriages. This may be because they have no basis for comparison, leading to greater contentment and appreciation within the relationship.However, when either or both partners do have experience to compare to, it also equips them to understand what works best for them, and gives them a chance to show their partners how to meet their needs. This creates an opportunity for healthy communication and can bring partners closer, rather than expecting the other person to just know what they like.Moreover, the idea that a person with a high body count is incapable of deep connection is rooted in outdated assumptions about sexuality and morality. People have different reasons for engaging in sex some may seek connection, others may explore their own desires and some may simply enjoy the experience. None of these motivations inherently diminish a persons capacity for love, emotional depth or long-term commitment.Myth 3: People With A High Body Count Cannot CommitA popular argument against having multiple partners before tying the knot is that your sense of commitment will be warped. People who push this viewpoint are under the assumption that having a large number of sexual partners renders you incapable of commitment.However, research does not support this claim. A 2023 study in Social Science Research found that while having multiple non-marital sexual partners is linked to lower short-term odds of marriage, this effect diminishes over time and has little impact on long-term commitment.In other words, early sexual experiences may influence when someone chooses to settle down, but they do not dictate whether they will be capable of maintaining a committed relationship in the future.Commitment is determined by a mindset, not a number. People with extensive sexual experience can be just as devoted and faithful as those with little or no experience.At its core, the idea that body count determines commitment, relationship success or personal worth is deeply flawed. People are not defined by the number of partners theyve had but by the way they approach love, trust and connection in their relationships.A persons ability to commit is shaped by their emotional readiness, communication skills and shared values with their partner not by a past tally of experiences.Moreover, the term body count itself carries a strong undercurrent of shame, particularly toward women. It reduces human relationships to a mere statistic and often reinforces outdated, sexist double standards.While men are frequently praised for their sexual experience, women with the same history are more likely to be judged or deemed less valuable. This language reflects a broader cultural issue of objectification one that equates a womans worth with her sexual past while ignoring the far more important qualities that make someone a loving, loyal and committed partner.Instead of focusing on arbitrary numbers, we should shift the conversation to what truly matters in relationships mutual respect, trust, emotional security and the ability to grow together. Whether someone enters a partnership with extensive experience or none at all, their past should not overshadow their present ability to build something meaningful.Is body count discourse a point of contention in your relationship? Take the Relationship Satisfaction Scale to learn how it could be affecting your bond.

What just happened? Intel has unveiled a new chapter in its branding journey, reintroducing the iconic "Intel Inside" slogan with a twist that reflects its evolving role in the global tech landscape. At the Intel Vision 2025 event in Las Vegas, the company launched its refreshed brand identity under the tagline, "That's the power of Intel Inside," signaling a return to its roots while embracing the impact of its technologies on individuals, businesses, and communities. The revival of "Intel Inside" is more than a nostalgic nod to the past; it is an effort to underscore Intel's presence in today's interconnected world.Brett Hannath, Intel's chief marketing officer, explained that the new branding encapsulates the company's belief in unlocking potential across all levels whether it be employees, customers, or partners. Hannath emphasized how Intel's innovations bridge personal empowerment with global influence.The original "Intel Inside" campaign, launched in 1991, was revolutionary for its time. It marked a turning point in tech marketing by shifting focus from targeting system designers to directly engaging consumers. While companies like Apple and Microsoft communicated with end-users about their software and hardware offerings, suppliers like Intel traditionally operated behind the scenes.The "Intel Inside" campaign changed that dynamic by making the processor a component previously invisible to most consumers a central selling point for PCs. With memorable advertising, a ubiquitous sticker on devices, and a catchy five-note jingle, Intel transformed itself into a household name.This co-branding strategy elevated Intel's visibility and fostered trust among consumers. PC makers prominently displayed the "Intel Inside" logo on their products, reassuring buyers of quality and reliability. As the PC market boomed throughout the 1990s, this campaign helped Intel solidify its dominance over competitors like AMD and Cyrix. // Related StoriesAlthough some argue that AMD has gained stronger brand recognition in recent years, Intel's legacy as a leader in PC processors remains firmly intact.Over time, "Intel Inside" evolved alongside technological advancements and shifting market priorities. In its early days, the campaign promoted Pentium and Celeron CPUs, which defined user experiences during the 1990s. By the early 2000s, Intel introduced its Centrino platform a combination of CPU, chipset, and wireless network adapter designed to enhance user experience through seamless integration.This move not only boosted Intel's financial performance but also marginalized smaller rivals. Later iterations of the campaign focused on performance tiers with products like Core i3, i5, and i7 processors, transitioning "Intel Inside" into more of a supporting role within Intel's broader branding ecosystem.Despite its continued presence on devices worldwide, "Intel Inside" gradually became overshadowed by other aspects of Intel's brand strategy that emphasized user experience over corporate identity. The launch of "That's the power of Intel Inside" seeks to restore focus on Intel's brand while tying it directly to modern ICT ubiquity.