Intel recently pushed back against allegations that it was the company’s own policies that have hindered the wider adoption of Thunderbolt beyond Apple’s Mac lineup, with the chipmaker saying that until now it has been more focused on the quality of its partners’ devices, rather than quantity. Previously, a report emerged blaming Intel’s pricing and control policies for the lag in adoption of Thunderbolt, an I/O standard developed in conjunction with Apple and currently features across that company’s Mac line of computers. Jason Ziller, Intel’s marketing director for Thunderbolt said the report was off base.

When asked about the wholesale prices quoted for Thunderbolt parts, Ziller said the following:

I'm really not sure where those numbers came from. There's recommended pricing on, and you can see on there that the new controllers are all under $10. Our prices have never been [as high as in the report].
According to Ziller, the report also missed the mark with regard to Intel being the sole seller of technologies critical to Thunderbolt’s operation:

The way it works is that the Thunderbolt specification lists the signal requirements for Thunderbolt technology, including on the connectors and cables. Just like any other specs, there are signal requirements, and the cables and connectors have to meet those specifications in order to make it to market. The spec is part of a license we grant, and it's a royalty-free license. But it's not proprietary or exclusive or anything. In fact, there are multiple suppliers that make the components.
For those of you who are unaware, the original report aimed to explain why Thunderbolt has seen relatively low adoption some two years after the standard’s introduction. Despite the technology’s capabilities, offering speeds twice as fast as USB 3.0, as well as the ability to daisy-chain devices without a hub, there are only roughly 80 Thunderbolt-compatible products on the market today. The Intel rep claims this is due to a focus on quality over quantity. He continued by saying:

We wanted to make sure that we were working directly with these companies and that they were successful.
Ziller mentioned that Intel’s certification program is more robust than those of other standards. According to him, he is the reason Intel didn’t begin licensing some of the technologies behind Thunderbolt until the beginning of last year’s fourth quarter. At the time, the company was still finalizing Thunderbolt’s specifications even as it worked with a small group of vendors. Going forward, Intel expects the standard to see greater adoption. As consumers, we’ll likely see more products coming to the market, not only in the number of companies developing Thunderbolt-compatible devices, but also the number of devices each company is working on. Ziller said the following regarding the topic:

We're pleased at the rate of growth. We think that this year it's going to expand even further.
We’ll have to see if Thunderbolt turns out as big as Intel hopes for it to be.

Source: Intel via AppleInsider