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NVIDIA APX 2500 Development Platform

NVIDIA APX 2500 Applications Processor

NVIDIA 3D User Interface
High-definition video and graphics processing coming to a Windows Mobile Smartphone near you

It wasn't too long ago that cell phone LED screen resolutions touted incredible resolutions of 100 pixels.  After the switch to LCDs, most mobile phones today carry resolutions in excess of 100,000 pixels, and in full color too.  With the convergence of hand-held and mobile devices, it was only a matter of time before the graphics giants jumped headlong into the world of mobile computing.

NVIDIA announced today the APX 2500 application processor for mobile devices.  The new chip features high-definition computing capabilities such as HD 720p video playback and capture.

One of the more significant hurdles of any mobile platform is power consumption. Because mobile devices rely on low power batteries in such small packages, NVIDIA designed the processor to operate with restrictions under an ultra-low-power GeForce core.  NVIDIA won't tell just how low yet, but competing processors from Samsung and AMD run in the 10 milliwatt range.

The APX 2500 will support decoding of 720p H.264, MPEG-4, and VC-1/WMV9 media and encoding of 720p H.264 and MPEG-4 media along with the support for standard audio formats including AAC, AMR, WMA, and the ever popular MP3 format. The display subsystem of the APX 2500 also includes HDMI 1.2 support for outputting video at 720p as well as output to a monitor at resolutions up to 1280x1024.

Additional features of the APX 2500 processor include support for up to 12 megapixel camera sensors (opposed to current 3 megapixel cell phone cameras) and 3D graphics processing capabilities including OpenGL ES 2.0 and Direct3D Mobile support.

NVIDIA worked closely with Microsoft on the APX 2500 so its safe to assume the processor will initially or ultimately be a Windows Mobile device exclusive.

The APX 2500 will take center stage at NVIDIA's booth at the Mobile World Congress in Barcelona, Spain. The company indicates it will announce high-definition mobile video and graphics processor by mid-summer 2008.

If the APX 2500 solution is indeed an exclusive for Windows Mobile-based devices, Microsoft may see a powerful gain in the mobile OS market among mobile software developers such as Nokia and Google's upcoming AndroidOS.

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That didn't take long.
By ice456789 on 2/11/2008 4:16:00 PM , Rating: 2
This beauty deserves and article of its own. The iphone made it's money on sheer looks and design, and this thing looks to blow it out of the water. Here's another shot not in the blog.

RE: That didn't take long.
By ice456789 on 2/11/2008 4:17:53 PM , Rating: 3
And credit for that link goes to therealnickdanger.

RE: That didn't take long.
By FITCamaro on 2/11/2008 4:22:01 PM , Rating: 2
Seriously. That things looks like one capable chip. Only problem will be that while its capable of doing 720p video, it'll probably burn through a battery pretty quick while doing it.

RE: That didn't take long.
By IGoodwin on 2/11/2008 4:30:43 PM , Rating: 2
In a related article, the device was quoted as having 10 hours 720p vidio playback and 100 hours music.

RE: That didn't take long.
By AlphaVirus on 2/11/08, Rating: 0
By therealnickdanger on 2/11/2008 4:32:07 PM , Rating: 2
Part of the claim is 10 hours of 720p playback. Of course, battery size is not mentioned, neither is other power requirements such as screen, CPU, RAM, etc... No matter what, I assume that any Smartphone device powered with that chip will have to last the better part of a work day to be legitimate.

RE: That didn't take long.
By BuffDaddySmurf on 2/11/2008 6:25:40 PM , Rating: 2
All "looks" fine and dandy but what will it cost?

RE: That didn't take long.
By winterspan on 2/12/2008 12:44:36 AM , Rating: 1
Take no offense as I'm not calling you one, but I hate fanboys
and their shortsighted perspective.
Why can't everyone just appreciate the benefits that come from intense competition in the tech marketplace. This goes for both the crazed Apple zealots and the ignorant "Apple is overpriced shiny crap".
I have experience mostly with Windows, Linux, PalmOS and WinMo. I've had all kinds of PDAs, "PocketPCs", and Smartphones over the years, and still use a Treo 700W daily.

I recently played with an iPhone, and purchased an iPod Touch. I think they are absolutely incredible. Best interface and all around experience I've ever had on a mobile device. Is it perfect? by no means. It definitely needs to get the SDK out and developers taking advantage of it to fill gaps in the feature set.
Is the iPhone going to swallow up 100% of mobile phone marketshare and kill WinMo? Not by any strech of the imagination. I'm sure MS is working to completely overhaul WinMo to better compete. Is Nokia also doing the same with their new touch S60? You bet.

What I'm trying to get at is the fact that everyone should be excited about ALL the competition pushing the state of the art forward and not worry about "taking sides". Remember, NO ONE wins in a monopoly.

By jbs181818 on 2/11/2008 6:42:37 PM , Rating: 1
Anyone else realize that that THING appears to easily be twice the thickness of the iphone and therefore probably twice the weight? Probably won't fit well in your pocket. also, why would you even want hd on a screen that small. the smaller the screen the less of a difference you will see. just adds to the cost!

RE: size!
By SanLC504 on 2/11/2008 6:55:02 PM , Rating: 5
Yeah, maybe they'll release it at $399 for a 720p model and $599 for a 1080p model, then about two months later, lose the 720p model and drop the 1080p model to $399. Then, once the people that bought the 1080p model complain, I will give them a $100 credit to buy any Nvidia product they want.

Man, I am a genius, aren't I? It's a shame no one else thought of it before me. Mwahaha.

RE: size!
By robinthakur on 2/12/2008 6:23:29 AM , Rating: 2
Yer, 1080p looks so great on a 3 inch screen...Its only conceivable use is carrying around content like a mobile media centre you can hook up to your TV. While this falls under "cool" uses its hardly a killer feature for a phone. Its difficult to know what the target market is for it really. The fact that it will run on Windows Mobile limits its appeal rather. What the rest of the world would see looking at this is maybe a fatter, oddly shaped, uglier iPhone with features they would likely never use.

If you knew anything about business you wouldn't mock a business model which makes money hand over fist. If HTC/whoever were to ever have such a universal, highly publicised success on their hands (unlikely) I would expect similar behaviour, as demand and supply sets the price in a market.

RE: size!
By Odysseus145 on 2/12/2008 1:35:22 AM , Rating: 2
Its only a development platform. I'm sure the final products will be a little more refined.

RE: size!
By defter on 2/12/2008 4:44:18 AM , Rating: 2
Really? You mean this thing:[1].jpg is twice is thick as a cellphone?

This story is not about a new cellphone, it's about a new processor for cellphones.

Hmm... let's see...
By sprockkets on 2/11/2008 10:51:42 PM , Rating: 2
Old Dell Axim with 640x480 on 3.7" screen = 2940x2205 resolution on a 17" screen.

Now, with this we have a 1280x720, if on a 3.7" screen = 5881x3308 on a 17" screen.

OK, I've seen a noticeable improvement seeing a LifeDrive with 480x320 vs. 640x480, but this is getting ridiculous. Watching stuff that high of a resolution on a small screen is asking your eyes to turn nearsighted.

RE: Hmm... let's see...
By InternetGeek on 2/11/2008 11:12:17 PM , Rating: 2
Welcome to digital era: Men can travel at the speed of their DSL connection, as far as their credit cards allow... but can't see beyond their arm's reach. :D

RE: Hmm... let's see...
By winterspan on 2/12/2008 4:09:29 AM , Rating: 3
I'm so sick of this myth rearing it's ugly ahead all of the time among the ignorant.


As resolution goes up, text of any size actually becomes clearer. The problem lies in poorly engineered interfaces that do not have resolution-independent font size. Basically an OS or application will use a fixed text size of say 12px . So when the resolution is increased, an individual character that is 12px in height will APPEAR smaller to the eye. In a properly designed system, the text size would scale with the resolution. This enables an incredibly crisp picture (high resolution) and interface text of any desired size.

In Windows XP, this is poorly implemented as you only get two choices of DPI text-scaling. Also many applications totally ignore this by using their own interface library. I see this all the time on my 1920x1200 17" screen when I can't resize text in certain apps. Even worse, a condition can appear when an application uses fixed text and interface size whereby parts of the interface are actually hidden and the app doesn't present a scroll bar. Very annoying.
Apparently, Vista presents a much better resolution independent display system.

To conclude this novel, remember, a higher resolution screen is ALWAYS PREFERABLE if the graphics hardware is able to run to display at a smooth frame rate

RE: Hmm... let's see...
By imperator3733 on 2/12/2008 10:25:58 AM , Rating: 2
Exactly. This thing is just going to have a really good picture and will hopefully be able to output to an HDMI TV.

RE: Hmm... let's see...
By sprockkets on 2/12/2008 10:45:17 PM , Rating: 2
Well, you are right, and that is why the Axim looked better.

Funny though, if you change the resolution in Linux, then log back in afterwards in your desktop, the font sizes automatically compensate.

Back on topic though, it will help out, because you are looking so close. Still seems like overkill for such a small screen.

Does this address known issues / learning from Apple
By Orbs on 2/11/2008 4:28:18 PM , Rating: 2
So the issues that I have with the iPhone are:
1) Capacity.
2) Network speed (easily solvable).
3) The touch screen, I want a QWERTY keyboard and a touch screen (multi-touch doesn't excite me).
4) Compatibility - I'm not an iTunes user.

If manufacturers want a winning "do all" device, they need to address the four issues above, and keep the device small and keep the battery life long.

By IGoodwin on 2/11/2008 4:32:54 PM , Rating: 2
Microsoft just bought 'Danger'

I would not be surprised to see them produce a phone featuring this chip!

By InternetGeek on 2/11/2008 9:40:01 PM , Rating: 2
I'd be amazed if they didn't it. You could argue that the unwritten MS/Nvidia partnership has produced a lot of money for them and lot of entertainment for us.

I can already see myselg coding on VS.NET for this stuff. /Hots

By defter on 2/12/2008 4:42:33 AM , Rating: 2
What does this has to do with Apple??? Or with any other cellphone manufacturer?

This is a chip designed by NVidia targeted for cellphones. Cellphone manufacturers like Nokia, Samsung, etc.. are free to use it in their phones. It's up to them to solve issues like storage capacity, network speed, screen, etc...

By robinthakur on 2/12/2008 6:14:09 AM , Rating: 2
It would be ironic if it found its way into the new revision of the iPhone just to shut you all up. The interface which would benefit most from a switch to "HD" (or the nearest mini screen equivalent) is funnily enough the iPhone's. Compared to the iPhones accelerated interface, most other phones interfaces such as the more powerful but less actually useful Windows Mobile and Nokia's look like they were designed by children. They've also got theur distribution model for pseudo HD mobile movies down with iTunes and a customer base who are used to purchasing videos. Clearly Dailytech does not repesent real world general opinion, or else Apple are doing terribly and nobody uses iTunes. Even my dog probably knows that this is not the case.

Sony Ericsson
By Trisagion on 2/11/2008 11:59:34 PM , Rating: 3
SE has also announced a really cool 'smart phone', the Xperia X1. Not connected to this article, but since everyone is drooling over the NVIDIA phone, I thought I'd share this:

Runs Windows Mobile.

RE: Sony Ericsson
By defter on 2/12/2008 4:45:04 AM , Rating: 2
but since everyone is drooling over the NVIDIA phone

NVidia doesn't make phones.

RE: Sony Ericsson
By SectionEight on 2/12/2008 10:27:01 AM , Rating: 2
NVidia doesn't make phones.

True. If I remember correctly, nVidia doesn't physically make anything. They develop the technology and then license it out to manufacturers. Hence why there's no nVidia-made graphics cards, unlike ATi.

Hoping for AMD
By Schugy on 2/11/2008 6:12:40 PM , Rating: 2
Maybe AMD can even achieve superior performance for open platforms like open moko. I want to have a mobile device that is as exciting as my Desktop PC with lots of free and commercial software. And of course I want it to support ogg vorbis in .ogg or .mkv format.
Adding a tiny G3-phone without a large screen to a Pandora handheld via bluetooth seems to be a nice solution too

RE: Hoping for AMD
By sweetsauce on 2/11/2008 11:31:23 PM , Rating: 1
Why even bring up AMD?

RE: Hoping for AMD
By PAPutzback on 2/12/2008 7:37:08 AM , Rating: 2
I agree and why the did anyone bring up the IPhone. I gt that his is more of a mobile device than a phone. Like a High tech PDA\PSP.

Does anyone know of or have speculation on the SP?
By Emryse on 2/11/2008 9:25:09 PM , Rating: 2
Verizon? AT&T (highly doubtful)? Sprint?

It sounds like a great product! I'm still a fan of having a qwerty keyboard... and with something of that thickness I would like to see a slide-out or something... but I understand (since I'm not an engineer) that you've got to fit everything in there...

Lets hope NVIDIA makes this as functional as it looks.

By InternetGeek on 2/11/2008 9:37:40 PM , Rating: 2
When I get it, which will happen unless hell freezes over (not Dell puns intended), I will get it unlocked. That beauty deserves to be as free as it will make me when I have it.

By conrad13a on 2/11/2008 7:51:13 PM , Rating: 3
I can't wait to try a first person shooter on an even more backwards and inefficient interface then the consoles that are out today.

Guess I'm not the target audience. phooey.

By thornburg on 2/11/2008 4:18:46 PM , Rating: 2
It wasn't too long ago that cell phone LED screen resolutions touted incredible resolutions of by 100 pixels

I think something might be missing from that sentence.

Development Platform
By InternetGeek on 2/11/2008 11:18:20 PM , Rating: 2
Please keep in mind this is development platform (kinda like a reference design). Some manufacturers will tell you that their phone is using the chip... but use only %5 of the capabilities because their software cannot take advantage of them.

By morton on 2/12/2008 7:02:24 AM , Rating: 2
...but not actually use it.

By Terberculosis on 2/12/2008 12:07:16 PM , Rating: 2
There are several articles out about Texas Instruments' new pico projectors being almost ready for production. Seems like a good combination to go with this new GFX chip. 720p on a 3 inch screen sounds kinda silly, but a pocket sized 720p projector sounds pretty good...

I purposely broke the link, as I'm not sure how Dailytech feels about directly linking to other tech sites.

http://www.engadget. com/2007/09/20/hands-on-with-texas-instruments-cell phone-projector/

By tyildirim on 2/12/2008 2:10:56 AM , Rating: 1
The total package seems a little bit over than today's standards.. but still a good step forward..look link below..

"If you look at the last five years, if you look at what major innovations have occurred in computing technology, every single one of them came from AMD. Not a single innovation came from Intel." -- AMD CEO Hector Ruiz in 2007
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