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AMD set to take on Intel and Apple laptops

June 5, 2008

At the logic level, MacBook, the benchmark for success in mainstream notebooks, is unremarkable - indistinguishable from every PC notebook built on Intel Core 2 and its chipset-integrated graphics.

Why, then, can't anyone with the same parts list emulate Apple's growth in an otherwise stagnant notebook market?

Because Apple painstakingly hand-optimised its OS for a tiny variety of hardware architectures, presently Intel Core 2, while Microsoft wrote Vista to run on absolutely everything. No PC notebook maker can take the proprietary route that Apple plays to such advantage.

Microsoft can't crank out proprietary cuts of Vista for each notebook vendor's choice of suppliers. The best hope is a hardware architecture that's optimised for Vista. Not only that, but optimised for 64-bit Vista running on a battery.

That radical objective drove AMD's design for the total notebook platform nicknamed Puma, and now dubbed, temporarily I hope, AMD's Next Generation Notebook Platform.

This platform's Turion X2 Ultra 64 CPU is not cut from the common cloth of adapted desktop platforms like Core 2 that rely on machinations of the OS to balance performance with battery life.

The combination of Turion X2 Ultra 64, AMD/ATI scalable graphics technology, AMD's M780G bus interface, and SB700 South Bridge, all connected via AMD's Hypertransport 3 bus, are core to AMD's recipe for consumer, business, and high-end notebooks. OEMs have just one number to call for platform parts. AMD doesn't make Wi-Fi, so it set up close partnerships with Broadcom and others to add 802.11n wireless to an integrated supply chain.

To a notebook OEM, a standardised bill of materials that covers a whole product line is a dream come true. That explains why global and U.S. first-tier notebook vendors including Acer, Fujitsu, NEC, and Toshiba put Turion X2 Ultra 64 models on the street on AMD's June 4th launch day.

There are other notable names on AMD's list of notebook wins, but for reasons that one needn't strain to understand, they're not rocking the boat with a big fuss on AMD Notebook Platform Day.

NEXT PAGE: battery life with a discrete GPU > >

Tom Yager blogs for InfoWorld

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Comments

Posted by Note.booker on June 5, 2008 :

"Microsoft can't crank out proprietary cuts of Vista for each notebook vendor's choice of suppliers. The best hope is a hardware architecture that's optimised for Vista. Not only that, but optimised for 64-bit Vista running on a battery." says Tom.

But, why shouldn't we just simply dump MS and Vista and accept that the Notebook's future is in basic idiot command like Surf, Print, E-mail, Music, Photo........therefore no need for a universal OS.

Think of a new phone and we think - 'just play with it and then use it'.

Only an idiot would continually say that every new phone or notebook must be running some type of Microsoft's carrot vomit.

Actually, MS are going to be the big losers when devices like the Nintendo will be doing everything.

Sounds then like our prayers will have been magically answered.

Posted by Fred Farkle on June 5, 2008 :

It's a complete waste of time dreaming about the ideal architecture for a zillion diverse idiot boxes. I don't care if Apple had to tweak my phone or laptop OS - I care IF IT WORKS! Hardware design keeps evolving rapidly - should they constrain it based on an arcane software model? NO!

Screw the theory that my new hardware should fit your old software.

I'm certain that Apple is working on the successor to OS X right now - and the misshapen gargoyle called Vista is going nowhere fast.

One day soon, Microsoft is going to collapse like a camp chair in a hurricane.

Nokia should be watching Apple's skunk works closely, because they're the best candidate to give Jobs & Co a run for it.

VISTA? Don't make me laugh.

Posted by Something smells bad. Ah Vista. on June 5, 2008 :

Sorry PCA but earlier to-day, I was reading in another pc mag that MS and Vista is smelling and moving like the fasting monks.

Yes, death.

Great to read in the computing press that everyone with an ounce of realism is spreading the very same gospel.

That is with the exception of the PCA Forum. Better send in the earthquake dogs as these guys are gasping from under the rubble.

Maybe we should leave it to the forum guys, so that one day, very soon, we will all wake up to find no bloated nor obese operating systems.

A good operating system for the general public should really only cost around £20 or less.

Posted by zaxzan on June 6, 2008 :

I don't give a rats ar$e about the relative silicon fanboy camps, and their petty predilections.
But ... Tom, seems to the head cheerleader for AMD.

I wonder what Intel did to Pi$$ him off.

Posted by I am D on June 6, 2008 :

"I wonder what Intel did to Pi$$ him off." ; for starters Intel's liking for sucking on MS's all-ports.

Can't you remember the classic situation when AMD were ready and waiting for XP 64 bit version only to find that MS decided to release it when Intel chips had caught up. Whasters.

And let's not forget that Intel, similar to the slime MS, are appearing in court on anti-competitive charges.

So it's not simply fanboys crying but a simple call for fair play which should result in customers ultimately paying less, itiote ar$e.

Posted by anonymous Apple lover on June 6, 2008 :

If Mac hardware was fast just because Apple creates the whole widget (hardware and software optimization)....then WHY can a Mac run VISTA faster than most machines designed to run it? Think about that one.....

PC Advisor staff
Blogger Daily news, views and thoughts from the PC Advisor staff as they put together the magazine. Collectively the PC Advisor team has over 100 years of computing experience, so as you'll imagine they're never short of an opinion or two.
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