Chipmakers plan to attack each other

Intel takes on Nvidia and AMD with new graphics chips for gamers, while Qualcomm focuses on PCs and automotive semiconductors

America’s biggest chipmakers, including Intel Corp, Nvidia Corp, Advanced Micro Devices Inc (AMD) and Qualcomm Inc, start the year by unveiling products that are going deeper into their respective core territories, signaling that they are expanding. preparing for fierce competition as a semiconductor. demand is increasing in all sectors.

Intel, clinging to its title as the world’s leading chipmaker in terms of turnover, on Tuesday presented graphics chips intended to fight Nvidia and AMD in their domain of domination.

Nvidia’s latest chips aim to persuade more laptop owners to choose its highly specialized graphics capabilities, and AMD has touted the products intended to maintain its market share gains.

Photo: Steve Marcus, Reuters

Qualcomm, the largest maker of chips used in mobile phones, has stepped up its drive to capture part of the personal computer market, capitalizing on its dominance in smartphone technology.

The wave of announcements at the annual CES gadget show, formerly known as the Consumer Electronics Show, highlights the changing competitive landscape of a group of companies whose technology is ruling the IT industries and of mobile telephony.

The show is based in Las Vegas, but mostly takes place virtually.

In an online presentation earlier today, Intel announced its 12th generation Core mobile processors, including 28 new models that are up to 40% faster than their predecessors.

Importantly, new Arc graphics chips are being shipped to PC makers including Acer Inc (宏 碁), Dell Technologies Inc and HP Inc, who are to use them in future machines for gamers, he said.

Arc chips are Intel’s attempt to reduce the dominance of Nvidia and AMD in high-end graphics. More and more laptops are using add-on graphics cards to enhance gaming and content creation capabilities, which increasingly determine customer preferences.

In the past, Intel chips only offered graphics built into mainstream CPUs, usually with less power to generate lifelike images.

Nvidia responded by unveiling new graphics chips for laptops, aimed at bringing high-end gaming and artificial intelligence capabilities to the thinnest and lightest computers.

The GeForce RTX 3080 Ti graphics processor would equip laptops with prices starting at US $ 2,499, giving them better capabilities than many previous high-end desktop models, Nvidia said in a virtual presentation, adding that models from Laptops running on the 3070 Ti chip would start at $ 1,499.

Nvidia, which has a higher market value than any other chipmaker, is launching new products with the aim of expanding the reach of its technology in the laptop market. Most lightweight computers contain what’s known as integrated graphics, capabilities typically built into mainframe processors from Intel or AMD.

AMD CEO Lisa Su (蘇姿丰) showcased new processors for laptops and graphics, intended to continue the company’s race to steal market share from Intel.

AMD’s graphics chips have come close in performance to Nvidia’s, but the larger company still controls the majority of the expansion card market for PC gamers which can cost over $ 1,000.

In one of the few remaining in-person appearances at CES, Qualcomm President and CEO Cristiano Amon spoke about his commitment to bringing processors based on smartphone technology to the PC market.

He has listed clients such as Microsoft Corp, Acer and Lenovo Group Ltd (聯想).

Amon also spoke about his push into automotive semiconductors, unveiling chips that are said to help vehicles steer themselves.

This decision would put it in more direct competition with the Mobileye unit of Intel and Nvidia.

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