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It would seem that AMD is really worried about the Nvidia GeForce RTX line of graphics cards right now since it is gearing up with a counterattack that it will be launching in 2019. The smaller tech company is intent on capitalizing on its 7nm GPU technology in order to gain an advantage on its competitor’s premium offers. It looks like next year is going to be an interesting time for the PC industry.
This declaration of war was effectively given by AMD CEO Lisa Su. She made the announcement during the 22nd Annual Credit Suisse Technology, Media & Telecom Conference. As covered by Wccftech, it would seem that AMD will be employing its ray tracing technology in developing its new lineup of GPUs.
“We believe, we will be very competitive overall and that includes the high-end of the GPU market. Obviously there are new products out there from our competition. We will have our set of new products as well and we will be right there in the mix,” the transcript of her speech reads.
“As it relates to ray tracing in particular I think it’s an important technology, but as with all important technologies it takes time to really have the ecosystem adopt [it]. And we’re working very closely with the ecosystem on both hardware and software solutions and expect that ray tracing will be an important element especially as it gets more into the mainstream, frankly, of the market.”
Clearly, AMD has absolutely no plans to get let Nvidia take the lead in 2019. At the same time, however, this also represents the threat that the GeForce RTX lineup of GPUs poses to the company. Historically speaking, AMD has been strong in the mid-range GPU arena. This time, it seems the firm is committed to also making its mark in the high-end GPU market.
