Is the Wintel era getting to the end?

When announcing its partnerships for its news ViiV platform, Intel has forgotten to mention a main actor that has been during years the official partner of Santa Clara giant: Microsoft. Intel justifies it by communicating on the capabilities of its platform to run many other OS than the historically associated Windows.
Of course Intel did not provide a specific list of partners interested to adopt it for alternative OS, but Apple is an obvious customer; and probably the only one able to promote ViiV to the level of Intel's expectations...
In parallel, AMD is preparing its "ViiV" multimedia platform equivalent named "Live!", with an official partner... Microsoft.