Let the mobile device wars begin. Like AMD and Intel battled for desktop chip dominance in the 1990s and Noughties -- the megahertz and gigahertz wars -- mobile devices are their new territory. But instead of speed, the new marketing mantra is longer battery life, lower power consumption and better graphics capabilities. Following last month's Intel announcements for Ultrabook and "Medfield" processors, today AMD jumped in with Accelerated Processing Units (APUs).
The nomenclature makes me think of some wonky, scifi "B" movie or George Orwellian-like novel. But AMD's APU pitch is something more monumental.
In a statement, Rick Bergman, general manager of AMD Products Group, says the new chip category "represents an inflection point for AMD and is perhaps the industry's biggest architectural change since the invention of the microprocessor. It heralds the arrival of brilliant all-new computing experiences, and enables unprecedented graphics and video performance in notebooks and PCs. Beginning today we are bringing discrete-class graphics to the mainstream."
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