Updates to this story
In an interview with Digitimes, its president Tudor Brown has said that by 2015, ARM will have a 40 percent share in the notebook market. This follows whisperings from ARM heard by TechEye at Mobile World Congress, where it secretly claimed to have both the nerve and the means to take on Intel at its own game. It's easier for ARM to power up than for Intel to power down, it said.
Tudor Bown believes that ARM will hold its top spot in the tablet PC market by 2015 with an overall share of 85 percent. But with notebooks, it will enjoy a strong leg up from its new partner in Microsoft and Windows 8.
The partnership may create a "brand new demand driver". Even without that help, Brown said his company's chips will levy worry away from power and overheating.
With low powered chips that don't overheat, the focus can be placed on "other innovations" instead.
Responding to a question from TechEye at last week's Computex, Intel's Mooly Eden went public with a rebuttal. He said other companies have said it before and will say it in the future:
"Let's put it like this," Eden said. "In the last 25 years there have been quite a few people who have said they can take major share. Some of them are still trying, some of them are not on the map any more.
"With the technology we have, we will see two things - ARM will try to go up into the notebook space. We will go down to the mobile space. And let the best man win. One thing is for sure. Competition will be healthy for the overall ecosystem.
"We respect them. If they are not respecting us, I know, they will in the near future. "
Until then, neither company has made clear, open declarations against the other in the notebook market.
Also at Computex, ex-Intel ARM man Ian Drew hinted at the same: ARM had "low power design from day one". An Intel spokesperson said this was a clear dig at the company, but there are "always little digs."