Intel VP Robert Hallock sets Nova Lake expectations, teases return to Raptor Lake for DDR4 platforms — our ful

Developer Nixxes handled the PC port for Sony titles like Marvel's Spider-Man.

Get Tom's Hardware's best news and in-depth reviews, straight to your inbox.

When you purchase through links on our site, we may earn an affiliate commission. Here’s how it works .

This week, we managed to sit down with Robert Hallock, Intel VP and General Manager of Enthusiast Channel Business, in a rare interview that catches the company during a curious time, between product cycles and several months after the launch of the Core Ultra 200S Plus lineup of CPUs. With the company’s data center business booming, have consumer products been left behind, or will Intel continue to step in the right direction in regaining trust with a core audience that it’s appealed to for decades: the humble enthusiast?

Jake Roach (Senior CPU Analyst, Tom’s Hardware) : I appreciate you doing this outside of a typical product cycle.

Robert Hallock (VP & GM Enthusiast Channel Business, Intel) : Of course.

Roach : I really just wanted to get your read on a lot of things because things are crazy in the enthusiast desktop space right now.

Roach : So, how are things going in enthusiast desktop land given memory shortages, NAND shortages, everything going on right now?

Hallock : I think the market's experiencing a tale of two kingdoms. Yeah. For the folks who have a significant amount of discretionary budget, they can absorb the cost impacts of what's going on in the industry, and most other people cannot. Right? And that's having a very different impact, as you can imagine, on different parts of the market. Low-end mainstreams really taking a beating. Enthusiast and premium, not so bad. You could, depending on the device class, maybe even be growing positive. So it's a very starkly divided market at the moment.

Roach : I guess I hadn't heard that kind of take on it before. I guess it makes sense that you have more discretionary spending, or if you already were kind of invested in a certain ecosystem. I haven't heard that before.

Roach : I'm curious about the position of Intel right now. There's AMD, Intel, and Nvidia, right? And you've seen a kind of big shift for AMD and NVIDIA. Nvidia doesn't even break out gaming as a business category anymore ; it's embedded now, and I think AMD is now coming up on close to double the data center revenue that they have from their client business. But for Intel, the majority of your revenue still comes from the client business. Does that put you in kind of a unique position right now with so much focus on the data center?

Hallock : I think that it does. I like to believe that it does, and I'm hoping, selfishly for myself, that it does. One of the things that I believe that Intel, that people truly sleep on about Intel when talking about the big fight of this company versus that company, just how big Intel is, how many resources Intel has. As I look at, for example, you know our desktop enthusiast roadmap, I don't have to trade supply with a data center part; I don't have to worry about it. I don't have to think about it.

I can build a roadmap and a plan for the market that is sized against purely what is going on in the client market. And that kind of freedom is very empowering when you're trying to run an enthusiast desktop business for enthusiasts, and it doesn't mean that we're immune to what's going on in the market. It doesn't mean we're immune to supply fluctuations upstream of us. That happens too, right? But at a fundamental level, I can sit down with my team and my partners and build a plan for a product for the year, and not have to worry about what's going on with Xeon, as an example, and vice versa, right? That's their luxury too, right? I can do my thing in client land, and they can do theirs in data center land, and it's okay. And so the size of Intel is what allows that to happen. And at it is at its best, it allows us to maximize the investment and the return on multiple product categories. It's a nice one that works out that way.

Roach : I think it's been maybe a few earnings calls back. There were some mentions in a couple of earnings calls about wafer allocation moving toward the data center to meet demand for Xeon. But you're saying that's not really a concern when it comes to future launches.

Hallock : No, and so, just to give a little inside baseball. It depends on what era you're talking about. If we're just coming into the sudden AI boom, where prices are multiplying very, very rapidly. That was a surprising moment for everyone in the industry. Like we kind of felt it coming.

We heard the rumors, but the size and scale were very abrupt. It was immediate. That is still surprising. It was immediate, and in those cases, yeah, you’re probably going to have to trade some supply around. But once you’re in, like once you’re in it, now you know the plan for it.

Roach : So, shifting back to the desktop, I know you've mentioned several times about this ambitious enthusiast roadmap, presumably that centers around 18A and Nova Lake . So far, what we've seen out of 18A has been more premium offerings. Obviously, we have Panther Lake ; we have Wildcat Lake . Wildcat Lake [is] not a premium offering, but it makes some pretty big concessions to reach that budget price point of single-channel memory and all of that. So I'm curious, given that there is such a large divide between this enthusiast premium category, this budget category, do you think that the DIY PC market can be served by a single product stack, especially on this kind of cutting-edge node?

Hallock : I truly believe that what the market is going to see going forward, and this is just an industry-level comment, is, and I want to stress this is not just Intel...You're probably going to see a split. You'll have a premium socket and a mainstream socket from everybody. If you're playing in desktop space, that is probably what you'll do because the supply chain costs, the upstream costs, have the same costs that are currently harming the entry-level and mainstream market; I don't see those abating anytime soon, right? And so it means that in order to continue providing affordable computer hardware, you're going to have to make some design concessions.

You're going to have to make some concessions in your product stack, and that's purely to control costs and give people an option that they can actually afford. Otherwise, if you don't do it, the other alternative is it just disappears because it's unaffordable. So, seeing a split is likely the outcome for everybody.

Roach : I was telling Thomas yesterday when Gamer Days first came out, I think there was a day when the Core Ultra 250K Plus was $150 . I’m like, ‘Man, at that price, that is one hell of a deal.’