As the concept between a laptop and a tablet PC is becoming increasingly blurred by the constant innovation in technology, Intel Korea on Tuesday revealed its renewed strategy, which it said would best correspond with its vision of the “re-creation of laptops.”

By teaming up with the renowned Korean illusionist and magician Lee Eun-gyeol this year, the world’s No. 1 semiconductor chipmaker expects to fundamentally change the concept of future computing, the company said.

“Just as magic evolves over time with innovation and imagination, so has our technology,” said Lee Hee-sung, country manager of Intel Korea. 

“The development of the fourth-generation Intel Haswell processor has been lauded as one of the momentous innovations in the history of computer technology.”

Intel first introduced the concept of the Ultrabook in 2011 and adopted the touch-screen technology in 2012. This year, with the most advanced achievement in chip making since the debut of Intel Centrino, the company hopes to revolutionize the idea of personal computing.

Built specifically for Ultrabooks and hybrid tablets, the Haswell processor can provide more than 50 percent increased battery life with the output of as low as 6 watts.

The built-in Intel Iris graphics also provides graphics twice as improved as the previous version.

“When considering a PC, customers look for mobile adoptability, portability, style and responsiveness,” explained Lee. “The Haswell processor allows them to enjoy all of these.”

With the advent of tablet PCs and 2-in-1 devices, however, the desktop PC market has been shrinking.

According to recent data, the annual shipment of tablet PCs in 2017 will surpass that of desktops by nearly 100 million, due to the shifting global demand for the smaller and faster devices.

Samsung Electronics is expected to phase out its desktop production in the near future, according to industry officials.

Later this year, Intel Korea is also expected to release the 22-nanometer quad-core Silvermont microarchitecture, specifically designed to boost performance and battery life of smartphones and tablet PCs.

By Kwon Bum-joon (bjkwon@heraldcorp.com)