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AMD excited about competing with 'Goliath'

AMD excited about competing with 'Goliath'

AMD's David Kenyon says the company is still excited about competing with 'Goliath.'

AMD has shrugged off the threat of Intel's latest Sandy Bridge architecture, saying that it's still excited about competing with Intel.

The company's VP of worldwide channel marketing, David Kenyon, referred to AMD's arch rival as 'Goliath' in a light-hearted blog. According to Kenyon, the battle between the two companies, which has lasted for decades, has always benefited consumers the most.

In fact, Kenyon argues that AMD has forced Intel to pick up the pace in a number of areas. 'Without AMD, how fast would Intel have gone on to introduce new products?' he asks. 'Where would prices be? I realized something important: I’m excited about competing with Goliath. I’ve been doing it for so long – in different industries and markets – it’s something I’ve come to truly enjoy.'

AMD has beaten Intel to a number of industry firsts in the past, including the first 1GHz CPU, as well as the first desktop processors with 64-bit instructions and integrated memory controllers. According to Kenyon, the company's Fusion architecture could achieve the same feat again.

He describes the impact of the Fusion architecture as 'a fundamental departure from the world of chips dominated by CPU performance benchmarks,' adding that 'the status quo has once again shifted and we are all about to see how much better the world gets for our consumers.'

AMD's Fusion chips combine CPU and GPU elements into a single architecture to create what AMD calls an APU, or Accelerated Processing Unit. We've already seen AMD's low-power Fusion chips, such as the E-350, but 2011 should also see the introduction of the company's next desktop processor series, codenamed Bulldozer. In fact, according to leaked slides, the company is reportedly confident that Bulldozer will be able to compete with Intel's latest Sandy Bridge CPUs.

Is AMD once again shifting the CPU market? Will 2011 be AMD's year? Let us know in the forums.

22 Comments

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Xir 11th April 2011, 11:53 Quote
Advanced from "800-pound Gorilla" to "Goliath" now have we? :D
Teh Noob Slayer 11th April 2011, 11:59 Quote
I think most people will say :

'More marketing spiel but still no [Bulldozer] product release or official announcement'
Denis_iii 11th April 2011, 12:23 Quote
is there some other difference or is it only the fact that the GPU in AMD's APU is more powerful then intel's cpu+ integrated gpu?
r3loaded 11th April 2011, 12:35 Quote
C'mon AMD, the official nickname for Intel is "Chipzilla". I thought we all agreed on this?
KiNETiK 11th April 2011, 12:43 Quote
APU == K6-2 3DNow! :p

Surely this news is 13 years old ;)
wuyanxu 11th April 2011, 13:06 Quote
i thought Intel beat AMD to APU, Sandy bridge is out with GPU and CPU on the same die.
V3ctor 11th April 2011, 13:38 Quote
Liked the picture... lol
deathtaker27 11th April 2011, 13:50 Quote
i want amd to do well, just to show that a small company can compete just as well

oh and to make intel sweat and work even harder on CPUs :)
schmidtbag 11th April 2011, 14:44 Quote
Quote:
Originally Posted by wuyanxu
i thought Intel beat AMD to APU, Sandy bridge is out with GPU and CPU on the same die.

i kinda thought the same thing myself but amd's persistence of calling this an "apu" and intel not giving the slightest **** what its called makes me feel as though there is some sort of difference between the 2. from what i've heard, the apu is not just simply a cpu+gpu under the same die, its all one mixed unit. whereas, intel just has a cpu and gpu under 1 die.
Snips 11th April 2011, 15:51 Quote
Another name calling and no news on their own performance. All this hype better be worth it AMD or I get to call dibbs on pointing and laughing at them first!
Xtrafresh 11th April 2011, 16:53 Quote
Bulldozer != APU

Llano is an APU, Bulldozer is an old-fashioned CPU that even fits in AM3 sockets. Why does everyone (including AMD themselves and the whole press) keep muddying the waters?
Lazy_Amp 11th April 2011, 16:55 Quote
Quote:
Originally Posted by schmidtbag
Quote:
Originally Posted by wuyanxu
i thought Intel beat AMD to APU, Sandy bridge is out with GPU and CPU on the same die.

i kinda thought the same thing myself but amd's persistence of calling this an "apu" and intel not giving the slightest **** what its called makes me feel as though there is some sort of difference between the 2. from what i've heard, the apu is not just simply a cpu+gpu under the same die, its all one mixed unit. whereas, intel just has a cpu and gpu under 1 die.

The difference is that Intel treats their gpu as, in their words, "another core", while on Zacate the Gpu is half the die. Compare http://pc.watch.impress.co.jp/img/pcw/docs/404/182/html/01.jpg.html as well.
Farfalho 11th April 2011, 17:42 Quote
Here's hoping 2011 can be AMD's year =X
bulldogjeff 11th April 2011, 17:59 Quote
Quote:
Originally Posted by Farfalho
Here's hoping 2011 can be AMD's year =X

Agreed. I would love Bulldozer to be a really good chip. If you believe the hype it should be a winner.
NethLyn 11th April 2011, 19:47 Quote
I'll have to ignore any more hot air out of AMD's marketing department. Have CPC been given any idea when their NDA testing will start on the new chips? (that is, if you're even allowed to tell us of course :) ).

Even once you've done that there will be the first proper chipset for the new range not just updated 870s and 890s, so it should be busy up to issue 100 as long as there's no more foot-dragging and "summer" doesn't mean the end of September.
sixfootsideburns 11th April 2011, 20:45 Quote
man do people love shitting on AMD... Are people really that stupid? You would think that Intel fans would be praying that AMD puts out a competitive chip instead of acting like they hope they crash and burn. If AMD creates competition it will drive down prices for everyone, so why would you want them to fail?


sheesh...
Waynio 11th April 2011, 23:32 Quote
Quote:
Originally Posted by sixfootsideburns
man do people love shitting on AMD... Are people really that stupid? You would think that Intel fans would be praying that AMD puts out a competitive chip instead of acting like they hope they crash and burn. If AMD creates competition it will drive down prices for everyone, so why would you want them to fail?


sheesh...
Agreed ;)

I used to only buy AMD cpu's when starting out with custom pc's & I'd cheerfully go back to them if they can offer awesome cpu's, I have hopes for them coming back & also hope they do manage to overtake Intel to keep some good competition going, I'd hate it if only intel made cpu's as we'd be getting new tech on a slow drip with high cost, so come on AMD please kick some ass this time :D;).
NethLyn 12th April 2011, 00:35 Quote
Quote:
Originally Posted by sixfootsideburns
man do people love shitting on AMD... Are people really that stupid? You would think that Intel fans would be praying that AMD puts out a competitive chip instead of acting like they hope they crash and burn. If AMD creates competition it will drive down prices for everyone, so why would you want them to fail?

sheesh...

Other than a PIII/933 everything else has been AMD since the K6/2/III/Athlon days round my way. If AMD are going to keep hyping it up then at least give us the brand names, nowt wrong with Phenom III or just make up a new one, because the QL50 in the laptop market...was bloody meaningless to try to compare with Intel's stuff. I just hope it's speculation that they're binning every brand and replacing them with more letters.

That would at least sort me out until whenever the chip/sets would be ready to be released.
Allnights 12th April 2011, 10:50 Quote
Same old stuff posted as everywhere else I look.

For what it is worth I have been involved in this technology for over 30 years. I built the first available SLI system before this magazine even published an issue on how tricky it was to do.

I have never been wrong, to date, about a CPUs capability prior to it's launch. I get a feel for these things by actions and words from people on the industry.

Therefore my money is on these AMD bulldozer chips being rather radical in performance.

That previous poster was absolutely correct in stating how intel naysayers love dumping on AMD. It's pointless and certainly not self serving, more like repeatedly attempting to shoot yourself in your own foot! Or maybe you would be happy still using your 786 DDDDDX 25.75 Mhz Chip?

I admire Sandy Bridge and am not afflicted with fanboyism. I hope the two companies co-exist or we would not have these conversations and fantastic hardware.

Sound like a fanboy? Well let me confuse you further by informing you I'm a great admirer of nVidia. Though was disappointed by their lame claims in a recent youtube video which never really materialised. Pitiful.

Well there you go. My money is on everyone getting a surprise in June. I think this will be followed up with another from AMD late in 2011 or early 2012 with the die shrinkage.

I for one am very eager to see this and what intel had in response.

I came close to building an SB rig but was getting BS from Scan so I decided to wait a few months.
Ending Credits 12th April 2011, 11:45 Quote
Quote:
Originally Posted by Allnights
Same old stuff posted as everywhere else I look.

For what it is worth I have been involved in this technology for over 30 years. I built the first available SLI system before this magazine even published an issue on how tricky it was to do.

I have never been wrong, to date, about a CPUs capability prior to it's launch. I get a feel for these things by actions and words from people on the industry.

Therefore my money is on these AMD bulldozer chips being rather radical in performance.

That previous poster was absolutely correct in stating how intel naysayers love dumping on AMD. It's pointless and certainly not self serving, more like repeatedly attempting to shoot yourself in your own foot! Or maybe you would be happy still using your 786 DDDDDX 25.75 Mhz Chip?

I admire Sandy Bridge and am not afflicted with fanboyism. I hope the two companies co-exist or we would not have these conversations and fantastic hardware.

Sound like a fanboy? Well let me confuse you further by informing you I'm a great admirer of nVidia. Though was disappointed by their lame claims in a recent youtube video which never really materialised. Pitiful.

Well there you go. My money is on everyone getting a surprise in June. I think this will be followed up with another from AMD late in 2011 or early 2012 with the die shrinkage.

I for one am very eager to see this and what intel had in response.

I came close to building an SB rig but was getting BS from Scan so I decided to wait a few months.

I really hope you're right.

Thankfully the enthusiast market has been pretty good for catering for enthusiast CPUs as of late even if AMD has been a bit poor on the overclocking side.
Snobol4 13th April 2011, 14:59 Quote
Quote:
Originally Posted by wuyanxu
i thought Intel beat AMD to APU, Sandy bridge is out with GPU and CPU on the same die.

Maybe you weren't watching the news when AMD released their first APU (and products using them) at CES in Vegas in January?

Doing very well by all accounts - single/dual core with integrated DX11 HD6000 series GPU - all in an 18W TDP, low cost device. Nice! Beats the sh1t out of Atom, and has done well against even a Core i5 in some benchmarks.

Role on Llano and the first Bulldozer CPUs!
Snobol4 13th April 2011, 15:06 Quote
Quote:
Originally Posted by Xtrafresh
Bulldozer != APU

Llano is an APU, Bulldozer is an old-fashioned CPU that even fits in AM3 sockets. Why does everyone (including AMD themselves and the whole press) keep muddying the waters?

Correction - Bulldozer is a CPU core architecture not a CPU.

Sure, the first parts utilising the new Bulldozer cores will be plain CPUs, but Bulldozer architecture cores will apparently also be appearing in future APU devices.

The first APU devices ("E" series) have a "Bobcat" core, which is the latest core architecture for very low power devices.

Bulldozer is the next generation core architecture for high performance CPUs and APUs
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