AMD is reportedly stepping back from directly competing with Nvidia in the pursuit of the flagship consumer GPU. As the company continues on its quest to gain more market share overall, it believes that scale is the answer and not having the outright fastest card on the market.
That's according to Jack Huynh, AMD's senior vice president, who spoke with Tom's Hardware at IFA 2024. With rumors regarding the upcoming RX-8000 series of AMD GPUs potentially dropping flagship models (which AMD hasn't officially confirmed), Huynh was pressed to comment on the company's long-term strategy for consumers and how it might differ to that of Nvidia. The answer seems to be something similar to what AMD attempted five years ago--surrendering the flagship fight to Nvidia while attempting to gain market share where most consumers are spending their money: in mid- to budget-ranged GPU offerings.
"...But my priority right now is to build scale for AMD", replied Huynh, in response to being asked if AMD would not pursue a flagship GPU. "Because without scale right now, I can't get the developers. If I tell developers, 'I'm just going for 10% of the market share,' they just say, 'Jack, I wish you well, but we have to go with Nvidia.' So, I have to show them a plan that says, 'Hey, we can get to 40% market share with this strategy.' Then they say, 'I'm with you now, Jack. Now I’ll optimize on AMD.' Once we get that, then we can go after the top."
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