That CNBC clip IS cringeworthy.
What's so crazy with the "we're going to be inside every smart device" strategy is that years of Intel monopoly has stripped every ounce of customer-centricity out of Intel. The people in leadership didn't get ahead by delighting customers or creating breakthrough products. They got ahead through political infighting and gamesmanship. Being the TA to the right person. Having a strong internal network. Communicating like and Intel-bot. And having great Powerpoint skills.
Intel is hard to work with, doesn't give two shirts about what potential customers want or need, and simply is not hungry to accommodate. I'd bet the schlub from Apple in the video saw great opportunity in coming from Apple to Intel. The raw materials and resources ($) are there. I made a similar mistake. Unfortunately the culture of arrogance and ignorance is beyond broken, leadership is hapless and no number of acquisitions or external hires can fix this.
Viva la BASIS watch. They didn't even have an API!