AMD APUs – Is this APU lineup saying something about the future of AMD?Apr 30th, 2012 | By admin | Category: Technology
With the APU’s (or accelerated processing unit) from AMD coming on line in just over 2 weeks it’s important to look at what this means for AMD and what is says
about their strategy in the CPU/GPU marketplace, especially when dealing with ultrabooks, laptops and other mobile devices. AMD has been trying to beat Intel at their own game for a long time, they’ve spurred on the overclocking community and opened up their CPU’s to high end PC users to modify far more than Intel but perhaps the future of AMD no longer lies in the high end PC market and maybe the Future of AMD with the new AMD Trinity APUs points to a shift in their overall strategy. Moving away from going after the high end market, surrendering that segment to intel all together(if not outright then in spirit) and focusing more and more intently on capturing the low and mid range chip market.
With the new AMD Trinity APUs comes the next big leap forward in their AMD APU technology, which represents a huge leap forward in CPU/GPU architecture and paints a clear picture at just how longterm AMD has been cooking this up when you think of how long ago they bought ATI. Clearly the AMD APU has been in the works in some form or another for the better part of the past decade but what is more impressive is their business strategy being that forward looking and that AMD new well enough in advance that it was never going to win the CPU war with Intel on sheer power and performance. In fact it’s been shown tmie and time again that Intel’s chips have always been the powerhouses in the market and that AMD was just trying to play catch up, but perhaps that wasn’t the case at all.. Perhaps AMD wasn’t trying to catch up to anything as they had given up on truly competing on the high end years and years ago and were focusing more and more resources into the long term plan of dominating the mobile and low/mid range PC market with the new AMD APU line up like Trinity, at the long term expense of their high end chips. It’s a brilliant strategy and remeniscent of nintendo at the turn of the century when it stopped trying to go head to head with sony and m$ in terms of hardcore gamers and ripped open the gaming market by bringing a floor of new gamers to the consoles with the Wii. If AMD can secure a dominant position with low end, extremely power efficient chips like the 17W or 35W Trinity APU’s,that don’t need to be screaming fast like Intel’s then they are poised to begin a new era of AMD domination in all mobile devices from ultrabooks, laptops and tablets. The dual weilding graphical prowess you get sandwiched into an insanely power efficient chip is enough to make tablet makers sit up and take notice and rumor has it that the next Xbox is going to be shipping with AMD chips inside. Perhaps not AMD APUs but AMD none-the-less. The idea of my phone having a quad-core, crossfire chip in it that sips energy is an exciting one indeed and points to a future that we’ve all been told is coming but had a hard time imagining. One where the power of the most powerful computer 5-10 years ago fits in our pocket.