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  (Source: Jason Mick/DailyTech LLC)
Chips have been shipping to OEMs since last quarter

Advanced Micro Devices, Inc. (AMD) is playing the timing game very well.  While NVIDIA Corp. (NVDA) ultimately outdid it in performance, AMD arrived first to market and capitalized by months of unchallenged domination.  Likewise in the ultra-mobile ("ultrabooks", "ultrathins", or whatever silly moniker you choose to throw at them) category, AMD is getting the jump on rival Intel Corp. (INTC) timing wise.

Intel's ultrabook charge will be led by Ivy Bridge, but OEMs aren't expected to ship those ultrabooks until June.  By contrast, AMD reported today that it has been shipping OEMs Brazos 2.0 and Trinity accelerated processing units.  Phil Hughes, AMD's senior PR manager writes:

Stay tuned: “Trinity” and “Brazos 2.0” systems will be available globally soon!

Prices on OEM partners' sweet Trinity-packing ultrathins are expected to be under $500 USD, versus the $800 to $1,000 USD most Ivy Bridge ultrabooks will cost.

This means that AMD will likely enjoy two months of unchallenged system-on-a-chip dominance.  If the new chips are anything like the last generation, they will fall well below the price of Intel's current offerings Sandy Bridge, while offering superior integrated graphics.

Trinity in the wild
Picture top to bottom: BrazosTrinity (middle),
Tahiti (whom Trinity's on-die GPU is partially derived from)

The new chips will pack a graphics core that blends elements of the Radeon 6000 and 7000 series, for much improved DirectX 11 performance.  At the same time Brazos 2.0 packs more powerful enhanced Bobcat cores, while the Llano replacementTrinity, packs Piledriver cores -- an improved version of the Bulldozer core.

It would not be surprising to see Ivy Bridge best Trinity on a graphics front and the power efficiency front as well, but AMD may yet stay competitive on a pricing basis.  In the meantime, it can enjoy a couple months of dominance.

Intel's approach still feels like something is missing.  There's a high-end chip (Sandy BridgeIvy Bridge) and a low-end chip (Atom), but no mid-range chip.  By contrast AMD delivers a low-to-mid end chip (Brazos 2.0) and a solid mid-range chip (Trinity).  Pricing wise and performance wise, AMD is targeting the middle -- a sweet spot Intel has thus far been neglecting.

The millions of APUs sold in 2011 speak to the wisdom of this approach and have been the salvation of AMD amid slumping server/desktop CPU sales.

Source: AMD



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Teasing
By geddarkstorm on 4/20/2012 7:37:52 PM , Rating: 3
My kingdom for performance data.




RE: Teasing
By fic2 on 4/20/2012 7:39:11 PM , Rating: 2
No kidding. How has this not leaked? Even if "last quarter" is March 31 that is still 20 days.

Definitely curious if Trinity will make up for the red-headed step child known as Bulldozer.


RE: Teasing
By bug77 on 4/21/2012 4:57:16 AM , Rating: 2
None of AMD's chips that failed to compete leaked. I'm thinking Phenom, Phenom II, Bulldozer (yes, I mixed them up).


RE: Teasing
By Amiga500 on 4/21/2012 5:11:04 AM , Rating: 2
When it first hit the market, Ph. II wasn't completely awful.

It did compete on the mid-range.

Obviously, now, its completely swamped by SB.


RE: Teasing
By someguy123 on 4/21/2012 4:51:36 PM , Rating: 4
Bulldozer leaked all over the place. People just weren't willing believe the leaks from overclockers and china breaking NDA. Coolaler leaked the cinebench scores months before launch and everyone assumed they were fake or that there was a huge cache problem with ES chips. They were right about the L2 problem, but the latency was never fixed even with the retail chips.


RE: Teasing
By ET on 4/22/2012 3:10:07 AM , Rating: 2
Yes, I'm eagerly waiting the reviews. I wonder what Brazos 2 will be like, and would love performance data for that, but for Trinity I'm interested not only in the performance data but also the form factor it will appear in and what other hardware these notebooks will have.

Though frankly I also expect to see Brazos 2 featured in "ultrathin" notebooks.


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