AMD's Full Teaser Text

On June 01, 2016 at 10 a.m. China Standard Time (3 a.m. BST / 4 a.m. CEST) the Radeon Technologies Group will be announcing:

  • Radeon™ RX 480 set to drive premium VR experiences into the hands of millions of consumers; priced from just $199
  •  First Polaris architecture-based graphics processor to deliver VR capability common in $500 GPUs; expected to accelerate the size of the VR-ready install-base and dramatically increase the pace of VR ecosystem growth
  • RadeonTM RX 480 specifications including:
  AMD Radeon RX 480
Compute Units 36
Memory Bandwidth 256GB/sec
Memory Clock 8Gbps GDDR5
Memory Bus Width 256-bit
Typical Board Power 150W
VR Premium Yes
AMD FreeSync Yes
DisplayPort 1.3/1.4 HDR

Set to formally launch on June 29th, the Radeon™ RX 480 will deliver the world’s most affordable solution for premium PC VR experiences, including a model that is both HTC™ Vive Ready and Oculus™ Rift™ certified and delivering VR capability common in $500 GPUs.

In a notable market survey, price was a leading barrier to adoption of VR. The $199 SEP for select Radeon™ RX Series GPUs is an integral part of AMD’s strategy to dramatically accelerate VR adoption and unleash the VR software ecosystem. AMD expects that its aggressive pricing will jumpstart the growth of the addressable market for PC VR and accelerate the rate at which VR headsets drop in price:

  • More affordable VR-ready desktops and notebooks: AMD expects that affordable PC VR enabled by Polaris architecture-based graphics cards will drive a wide range of VR-ready desktops and notebooks, providing a catalyst for the expansion of the addressable market to an estimated 100 million consumers over the next 10 years.
  • Making VR accessible to consumers in retail: Thus far, retail has not been a viable channel for VR sales as average system costs exceeding $999 have precluded VR-ready PCs from seeing substantial shelf space. The Radeon™ RX Series graphics cards will enable OEMs to build ideally priced VR-ready desktops and notebooks well suited for the retail PC market.
  • Unleashing VR developers on a larger audience: Adoption of PC VR technologies by mainstream consumers is expected to spur further developer interest across the ecosystem, unleashing new VR applications in education, entertainment, and productivity as developers seek to capitalize on the growing popularity of the medium.
  • Reducing the cost of entry to VR: AMD expects that affordable PC VR enabled by Polaris architecture-based graphics cards will dramatically accelerate the pace of the VR ecosystem, driving greater consumer adoption, further developer interest, and increased production of HMDs, ultimately resulting in a lower cost of entry as prices throughout the VR ecosystem decrease over time.

The Radeon™ RX Series launch represents the first salvo in AMD’s new “Water Drop” strategy aimed at releasing new graphics architectures in high volume segments first to support continued market share growth for Radeon™ GPUs. In May 2016, Mercury Research reported that AMD gained 3.2% market share in discrete GPUs in Q1 2016. The Radeon™ RX Series will address a substantial opportunity in PC gaming: more than 13.8 million PC gamers who spend $100-300 to upgrade their graphics cards, and 84% of competitive and AAA PC gamers. With Polaris architecture-based Radeon™ RX Series graphics cards, AMD intends to redefine the gaming experience in its class, introducing dramatically improved performance and efficiency, support for compelling VR experiences, and incredible features never before possible at these prices.

Supporting Quotes:

“VR is the most eagerly anticipated development in immersive computing ever, and is the realization of AMD’s Cinema 2.0 vision that predicted the convergence of cinematic visuals and interactivity back in 2008,” said Raja Koduri, senior vice president and chief architect, Radeon Technologies Group, AMD. “As we look to fully connect and immerse humanity through VR, cost remains the daylight between VR being the purview of the wealthy, and universal access for everyone. The Radeon™ RX Series is the disruptive technology that adds rocket fuel to the VR inflection point, turning it into a technology with transformational relevance to consumers.”

“The Radeon™ RX series efficiency is driven by major architectural improvements and the industry’s first 14nm FinFET process technology for discrete GPUs, and could mark an important inflection point in the growth of virtual reality,” said Patrick Moorhead, principal analyst, Moor Insights & Strategy. “By lowering the cost of ownership and increasing the VR TAM, Radeon RX Series has the potential to propel VR-ready systems into retail in higher volumes, drive new levels of VR content investment, and even drive down the cost of VR headsets.”

“We congratulate AMD for bringing a premium VR ready GPU to market at a $199 price point,” said Dan O’Brien, vice president of virtual reality, HTC.  “This shows how partners like AMD survey the entire VR ecosystem to bring an innovative Radeon RX Series product to power high end VR systems like the HTC Vive, to the broadest range of consumers.”

AMD Teases Radeon RX 480
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  • D. Lister - Wednesday, June 1, 2016 - link



    Nvidia's current market share and stock position suggest you may have to wait a bit for those good times. Don't lose hope though, it could very well happen in your lifetime.
  • tamalero - Wednesday, June 1, 2016 - link

    There is a huge difference in a "nvidiot" (aka someone who defends the company even if they fist them so hard on the butt) to "educated gamers". educated gamers have no brand and switch whatever brand gives better perf for the money with less problems.
    The ball is on Nvidia's side right now.
  • Enigmatica - Thursday, June 2, 2016 - link

    Especially on the higher-end market. I have a 144Hz 1440p IPS G-sync monitor (best thing I ever did to improve my gaming experience) and the only card I can see getting close to pushing my monitor on demanding games is the 1080, or even the 1080ti if I am patient enough
  • HammerStrike - Wednesday, June 1, 2016 - link

    Since competition has no bearing on price, I'd like to offer you my services at no charge. Simply agree to route all your online purchases through me and I guarantee that I get you the absolute best price while dealing with all the order entry, tracking, etc. Win-Win.
  • D. Lister - Wednesday, June 1, 2016 - link


    lol, it seems your analogy got out of your hands there. Mainly because it was based on a false premise. No worries, keep trying. *thumbs up*
  • JKay6969AT - Thursday, June 2, 2016 - link

    If there was no AMD we wouldn't be talking about the 1080 or 1070 as they wouldn't likely exist. Market stagnation and rising prices WOULD BE and ARE a result of a monopoly.

    Just look at the prices of intel's high end offerings, they have been steadily rising and the benefits seen between generations are incremental at best. They are milking the market with high prices and less innovation, why not AMD doesn't currently have anything on the market to compete beyond the Core i5 have they? This is not a knock on AMD simply a fact of the market.

    With Zen and Vega AMD look set to return to the high end in both CPU and GPU. This is a good thing for all. No one is saying you have to buy either but that intel and nVidia will be forced to up their game by dropping prices and increasing innovation. It's a win win for all.
  • D. Lister - Thursday, June 2, 2016 - link

    "If there was no AMD we wouldn't be talking about the 1080 or 1070 as they wouldn't likely exist."

    Nvidia (or Intel, for that matter) doesn't make their products just to be in some sort of a technological pissing contest with AMD. Companies cater to the needs of the market. If there is demand for more power, then there is money in making more powerful hardware. Sure, without a race, the technology may grow slower, but that means software developers would have more time to optimize for every arch (a la consoles), which means that at the end of the day, we as consumers, would see the same growth in graphic quality, but only with lesser bugs.

    "Just look at the prices of intel's high end offerings, they have been steadily rising and the benefits seen between generations are incremental at best."

    Read through the following links:
  • fanofanand - Thursday, June 2, 2016 - link

    You are SO right, it's not like Intel with it's dominant monopolistic position on the high end just increased their price for their top CPU by 80% or anything. Oh wait.....
  • Chaser - Wednesday, June 1, 2016 - link

    The GTX 1070 is $379.00 and offers Titan X/980Ti performance. So in this case please tell us all which AMD product forced Nvidia to offer a less expensive, more powerful, more efficient product this round?
  • pashhtk27 - Wednesday, June 1, 2016 - link

    Well, last round AMD forced Nvidia to release gtx980ti. You were not gonna get gtx980ti which performs close to titan without Fury X coming out. I reckon it'll repeat next year with 1080ti........
    They had no competition this round so they increased the prices of gtx1080 and gtx1070 by 'a small amount'. Monopoly doesn't come in a day, nor does it mean that prices rise up suddenly like inflation. Nvidia can offer a lot more with competition. Now they will be forced to unveil a good gtx1060 which might not have come had there been no rx480 in my opinion.
    Talk about Intel....just check the prices of i7-6950x.......

    Competition in the mass market segment is very important. Look at the difference between gtx950, gtx960 and gtx970. It made everyone recommend the later over former two cards for mid-level segment. I remember a few years ago the most common recommendation was gtx560ti, gtx660ti for the same. This is how you play market games.

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