According to Henri Richard, AMD's sales and marketing chief, Apple's entry in the x86 market space is responsible for the sea change in the PC industry as they were not "obliged to bastardise their brand", as all the other PC maker did.

"You can't be a big PC maker today and feel good about the fact that there's one guy there that doesn't have to put a logo, doesn't have to put a jingle... Obviously had a great deal... got his entire operating system ported for free. And you have to go to all the loops, and you have to wait until the quarter is over and get a check to maybe make up a profit", said Henri Richard.

For the AMD exec, the best way for an OEM to survive and thrive is to have good initial growth margin and not wait for that fat check once the quarter is over. Good idea... but like those farmers waiting for the US government subsides, it's going to be difficult to convince those PC makers to forget "Intel's drug money"!