Thursday, May 7th 2015
AMD to Emphasize on "Generation" with Future CPU Branding
AMD is planning to play a neat branding game with Intel. Branding of the company's 2016 lineup of CPUs and APUs will emphasize on "generation," much in the same way Intel does with its Core processor family. AMD will mention in its PIB product packaging, OEM specs sheets, and even its product logo (down to the case-badge), that its 2016 products (FX-series CPUs and A-series APUs) are the company's "6th generation." 2016 marks prevalence of Intel's Core "Skylake" processor family, which is its 6th generation Core family (succeeding Nehalem/Westmere, Sandy Bridge, Ivy Bridge, Haswell, and Broadwell). AMD is arriving at its "6th generation" moniker counting "Stars," "Bulldozer," "Piledriver," "Steamroller," and "Excavator," driving its past 5 generations of APUs, and the occasional FX CPU.
It turns out that the emphasis on "generation" is big with DIY and SI retail channels. Retailers we spoke with, say that they find it easier to break through Intel's often-confusing CPU socket change cycle, which ticks roughly every 18-24 months. Customers, they say, find it easier to simply mention the "generation" of Core processor they want, to get all relevant components to go with them (such as motherboard and memory bundles). While AMD's FX brand clearly didn't see generations beyond "Piledriver," the company's decision to unify the socket for its FX and A-Series product lines next year, with AM4, makes "6th generation FX processor" valid.
AMD's playing the generation game with Intel could also communicate to consumers that its processors are somehow of the same "generation" as its competitor's (same features). The fact that AMD could be selling 14 nm chips in 2016, could work in its favor. AMD is planning to give its client processor lineup a complete overhaul in 2016, with the introduction of the company's new "Zen" CPU micro-architecture, which is a return to the monolithic core design. AMD claims that "Zen" offers 40% higher IPC than its current "Excavator" CPU architecture.
It turns out that the emphasis on "generation" is big with DIY and SI retail channels. Retailers we spoke with, say that they find it easier to break through Intel's often-confusing CPU socket change cycle, which ticks roughly every 18-24 months. Customers, they say, find it easier to simply mention the "generation" of Core processor they want, to get all relevant components to go with them (such as motherboard and memory bundles). While AMD's FX brand clearly didn't see generations beyond "Piledriver," the company's decision to unify the socket for its FX and A-Series product lines next year, with AM4, makes "6th generation FX processor" valid.
28 Comments on AMD to Emphasize on "Generation" with Future CPU Branding
If you thought the Athlon XP was slow than the Pentium 4 was stationary.
Intel started the whole generations thing whenever they switched from the core processors to the i series. It has since proven to be an absolute BS numbering scheme, and you only have to look at the current enthusiast offerings to see that. One processor is based upon Haswell, another is Broadwell, but the both have the same generational name.... Thank you deceptive marketing.
AMD does the same, only half-assed. They don't start from 1, they back number their hardware to match up with Intel's numbering. They assume consumer stupidity, so the number just so happens to coincide with Intel. One generation ahead, and the lack of a generational performance gap tells people not to buy AMD, but one generation behind and you are assumed to believe the hardware is old. I'm both being told that I'm an idiot because I need a number, and being assumed stupid enough to be led to a conclusion based upon an arbitrary number.
Sorry AMD, screw off. Release a good product, and call it whatever you need to. Don't think I'll buy the AMD 7th generation of processors just because 7 is bigger than 6 so Intel must be slower.
As a side note, if Zen is absolutely amazing I'd be grateful. Intel hasn't given us a compelling reason to buy something new since Sandy Bridge. 10 percent or less improvement per generation, while losing overclocking headroom, is just sad. That type of complacency should lead to a bloody eye. I don't believe you'll do it, but being proven wrong would be awesome.