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Could this have something to do with Apple shipping their own chips with their desktop computers? I would think that Apple would be interested in using those new Intel/AMD chips on their laptops.

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I had the same thought. Apple seems like a natural big customer for these chips.

It definitely looks like a survival move to counter the upcoming AXX Apple chips in the next few years. New iMac Pro apparently has a A10 in it for boot up sequence.

Source: https://www.macrumors.com/2017/11/19/imac-pro-a10-chip-hey-s...

The board Intel shows for their example of space savings is from a MacBook Pro so... yeah, this is for Apple.

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