About the ProjectWhen Intel spotted a gap at the top of its Core lineup, we led the strategy to create a new ultra-premium tier. The launch of Core i9 transformed high-end computing, capturing a performance-obsessed audience and unlocking a powerful new source of revenue and brand equity.
Intel’s Core lineup—i3, i5, and i7—successfully defined “good, better, best,” but as performance advanced, a gap emerged at the top. The company needed to determine whether the market could sustain an ultra-premium processor tier without cannibalizing existing products.
We led a pricing elasticity study that evolved into a full brand strategy initiative. Market research revealed a passionate segment of creators, gamers, and enthusiasts who prioritized performance over price, proving demand for an elite tier.
Intel launched Core i9, first through the X-series line, positioning it as the ultimate expression of desktop power. The new tier reshaped customer expectations, symbolizing both innovation and leadership in high-performance computing.
Core i9 quickly became a strong revenue and margin driver, raising average selling prices across segments. Its success allowed Intel to extend the brand into mobile and mainstream desktops, solidifying i9 as the benchmark for top-tier performance and reaffirming Intel’s leadership at the high end of the market.
