Intel’s upcoming family of Core processors, code-named Haswell, will offer 50% more battery life in laptops than did their “Ivy Bridge” predecessors, Intel said on Thursday. Haswell chips were designed with laptops and tablets in mind, and the main focus was on lowering power consumption, said Rani Borkar, corporate vice president and general manager of the Intel Architecture Group, in a media briefing. The longer battery life won’t come with a cost to performance, according to Borkar. And in idle or standby mode the chips will do even better, extending battery life by up to 20 times, she said. The improvements are vital for Intel and its PC-making partners. PC sales are in one of their worst slumps ever, with users snapping up tablets and smartphones instead for mobile computing. Any improvements Intel can offer will help keep the PC market alive.