As most will know, on April 6, 2021, Intel announced we will have the 3rd Generation Intel Xeon Scalable Ice Lake generation launch. While that may seem like a long name, it is needed since we had the 3rd Generation Intel Xeon Scalable Cooper Lake Launch in June of 2020. As is industry practice, Intel has been messaging its launch date using junk food for quite some time.
3rd Gen Intel Xeon Scalable Ice Lake Launch Symbology
You may have seen, it is now common industry practice to use “junk food” as a way to message launch dates. For example, the recent AMD EPYC 7003 Milan launch date was shown by the “Milan Milano” as we discussed in AMD EPYC 7003 Date Set for Milan.
Intel is a large organization that can bring such complexities as launching the 3rd Generation Intel Xeon Scalable series twice. Since the first version codenamed “Cooper Lake” launched last year (review of a Cooper Lake system here to learn more.) By simply changing the “3rd Generation Intel Xeon Scalable Cooper Lake” to “3rd Generation Intel Xeon Scalable Ice Lake” and looking for both in a junk food product, we can see Intel is using Cheetos to coordinate the industry around its launch.
Cooper lake launched on June 18 or “6/18”, and Ice Lake is set to launch on April 6, or “4/6”. As can be seen in the diagram above which only highlights some of the symbology being used by Intel. Cheetos are, of course, made by Frito-Lay a subsidiary of PepsiCo. Both have “i”s in their names which coincidentally is the first letter in “Intel”. Both Frito-Lay and Intel also make chips. Clearly, this is all intertwined.
We hope this helps shed light on something that is not often discussed: how chip companies use junk food to message major product launch dates in the server industry.
All fun aside, the big news is that Ice Lake is finally “launching” on April 6, 2021. These are chips that have been seriously delayed by the 10nm manufacturing debacle at Intel. We do not use that term lightly, but if you miss more than a generation of product, at some point one has to call it what it is. Ice Lake Xeons will usher in new features, PCIe Gen4, and more memory channels at Intel putting it clearly on track to compete with AMD EPYC 7002 Rome. At STH, we have racks of Ice Lake servers but are holding to the review embargo date set by Intel and messaged via Cheetos. Expect more launch coverage on April sixth.