AMD to deprioritise enthusiast-grade GPUs in favour of bigger market share

Rumours surrounding the RDNA 4-based desktop GPUs suggested that AMD would skip the high-end segment in the next generation. However, the company hadn't said anything indicating that would be the case. That changed this week with an AMD representative confirming that the company will start to focus more on scale than on launching enthusiast-grade GPUs.

Jack Huynh, senior VP and GM of AMD's computing and graphics business group, was interviewed by Tom's Hardware at IFA 2024, shedding light on AMD's plans for RDNA 4 on desktop. While AMD has refrained from confirming or addressing the rumours, they suggest a shift in its strategy.

Initially poised to rival Nvidia in the high-end with RDNA 4, AMD has apparently reconsidered, redirecting its attention to the mid-range Navi 48 and entry-level Navi 44 GPUs.

According to Jack Huynh, AMD will skip on the limited enthusiast niche, which constitutes approximately 10% of the market, leaning towards establishing a broader presence with mid-range solutions. While Jack Huynh's remarks may not paint an optimistic picture for enthusiasts, he reassures that AMD has plans to return to the enthusiast segment in the future. Unfortunately, it's unclear when that'll happen.

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KitGuru says: It sounds like AMD will be repeating its strategy from the RX 5000 generation, with more cost-effective solutions, rather than the high-end segment. 

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