We must admit we found ourselves chuckling at Apple's new ad for their Intel iMac, which states that they'll be setting Intel's chips free from "dull little boxes, dutifully performing dull little tasks." But Intel isn't chuckling, and maybe it's because the ad is a not so subtle slam on their last few decades of existence, and a straight out dissing of all their current partners in the PC world. Intel didn't even know what was going on with this ad, despite allowing it to be shot in their facilities, and saw it for the first time right before the keynote. Kind of reminds us of another little surprise that Apple dropped on a recent keynote partner: a little thing Stevie likes to call the iPod nano. At least Intel is putting on a good face about it; Intel VP Deborah Conrad says that "it's probably a good thing that we didn't see them earlier," but if Steve Jobs starts wearing a baseball cap to the keynotes and flipping through slides about Q2 punking effectiveness, we'll know something has gone horribly wrong.

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Apple's new ad isn't so subtle, and Intel isn't too pleased