While AMD is making a strong push with its upcoming DX11 hardware, Nvidia is playing it cool, suggesting that the new API is not really going to drive GPU sales.
Speaking at the Deutsche Bank Securities Technology Conference an Nvidia representative voiced the opinion that the GPU market will be driven by General Purpose Graphics Processing Units (GPGPU).
“DirectX 11 by itself is not going be the defining reason to buy a new GPU,” said Mike Hard, vice president of investor relations at Nvidia. “It will be one of the reasons. This is why Microsoft is in work with the industry to allow more freedom and more creativity in how you build content, which is always good, and the new features in DirectX 11 are going to allow people to do that. But that no longer is the only reason, we believe, consumers would want to invest in a GPU.”
While AMD’s soon to be announced DX11 touting HD 5800 series is the worst kept secret in the hardware industry right now, Nvidia has remained very tight lipped on when it will bring a DX11 chip to market.
Nvidia’s comments hint that the company is readjusting its market strategy. Nvidia has over the past few years managed to release faster graphics cards than AMD. However, AMD has managed to remain very competitive by selling high performing products at low prices.
Many enthusiasts are anticipating Nvidia releasing a faster GPU than AMD’s upcoming HD 5870, however, it remains to be seen whether the company will choose to go after the ultra high-end segment, or focus on a broader consumer-based approach.
Local AMD representatives declined to comment on the matter. With the HD5800 only being officially announced next week, it makes sense that the company does not want to discuss unannounced products.
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