SPARC: THE POWER OF IDEAS. SUN MICROSYSTEMS, 2002
Sun Microsystems’ industry leading servers (now Oracle) achieved dominance based on chip architecture of their own design. In the 00’s, the multi-core, multi-threaded SPARC chips, manufactured by Texas Instruments, began to face market competition from AMD and Intel. The question, “Is SPARC dead?” began to be heard. Sun “doubled down,” reinforcing that SPARC would indeed remain the core of the Sun line of products. That meant telling an “epic story” about how the development of the chips “made” the company. The SPARC story was the “core narrative,” its very DNA.