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AMD threatens competitors with new chip technology

chipFor years, Advanced Micro Devices has been producing computer processors at lower prices than those offered by large names in space. However, Intel's chips are used in approximately 90% of computers, and Nvidia sells two in three graphics chips. Since CEO Lisa Su has taken over 2014, he is trying to change this situation.

Su, who ordered the restructuring of Silicon Valley's chip structure, announced its latest products at the Consumer Electronics Show in Las Vegas last week. It gives details of the Ryzen chip, AMD's third-generation chip, which will compete with Intel in the desktop. The announcement of her latest graphics chip has sparked a quarrel with her CEO Nvidia.

AMD's Ryzen chip is expected to be released in the second or third quarter. The chips are assembled from modular silicon plates, also known as chiplets. These chips will also be the first to incorporate the latest PCIe standard.

The purchase of personal computers has not been a major development for a long time. According to International Data Corporation, total sales increased 0,7% in the first three quarters of the previous year, compared to the same period in 2017, without including removable keyboards such as Microsoft Surface. This even hit Intel, which was forced to add 1,5 billion dollars last year to capital spending to increase production in its factories.

AMD has great hopes to take advantage of Intel's problems. For years, Intel has delayed the creation of the 10-nanometer chip. Last year, AMD shifted the production of its latest chip to TSMC, since its maker, Globalfoundries, was forced to stop developing the 7-nanometer.

Gregory Bryant, her senior executive Intel, reiterated at Consumer Electronics Show, what the company has been saying for months: 10-nanometer chip will be shipped to manufacturers before the end of the year. This series of products, called Ice Lake, will contain cores based on the new Sunny Cove architecture and the latest embedded graphics. The chips will also have the latest Thunderbolt and WiFi standards.

Intel also introduced the first chip based on Foveros technology, which allows memory, logic, and other chiplets to stack one over another instead of sharing the same motherboard. The chip, called Lakefield, is smaller and more efficient than a motherboard, although it is not as small and efficient as a traditional chip system. Using Lakefield, Intel customers can have thinner computers with longer battery life.

Intel also adds products to its latest core microprocessor series. Before the end of the month, Intel intends to introduce several new products into categories ranging from the budget Core i3 to the expensive Core i9. The Silicon Valley company also announced that its latest H-series products for tablet and laptop computers will be available in the second quarter of the year.

AMD plans to compete with Ryzen Mobile's line of products, which is also targeted at laptops that require a long battery life. The chip combines AMD's Radeon graphics with Ryzen processors. Last week, the company also introduced the A-series chips series designed for cheaper Chromebooks.

AMD is trying to claim most of the graphics chips market. The latest Radeon VII is the company's first 7-nanomenters graphics chip, with a second-generation Vega architecture. The combination, said Su, has resulted in 29 percent higher gaming performance and the ability of customers to make professional editing in video and other applications and 36% more speed compared to the top model currently in circulation.

Patrick Moorhead, chief analyst at Moor Insights and Strategy, said the chip is suited to consumer demands in both the creative and gaming sectors. However, he pointed out that the 699 dollar chip costs almost three times the price of the current high-level graphics card, which costs 249 dollars. The company also announced that its graphics chip will also be used for Google's Project Stream.

Others, including Jensen Huang, general manager of Nvidia, have rejected the announcement by AMD. He said the chip was not designed to handle artificial intelligence and ray-tracing technology - which are used to add more realistic lighting effects to computer graphics - as effectively as Nvidia.

The company enables real-time ray-tracing technology to more consumers. The latest NVIDIA graphics chip, GeForce RTX 2060, will be sold at the 349 $ price when it starts running next month. The chip is based on Nvidia's Turing architecture, which has twice the performance of Pascal's latest generation. The chip is designed to replace the company's GTX 1060, its most popular graphics product, according to Huang.

Nvidia began to release other Turing-based chips last year to boost the gaming sector, which represents more than 50% of its annual revenue. Customers have to pay much more for RTX 2080 and RTX 2070, which are sold at the price of 799 $ and 599 $, respectively. The GeForce RTX chip will be installed on 40 notebook models before the end of the month, Huang said.

Intel is also trying to get into the graphics chip market, which allows higher performance than embedded graphics in Intel's current chips. Last year, the company hired Raja Krodui, the former AMD graphics creator. He plans to release the first graphics chip targeting gaming and a wide range of other applications up to 2020.

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