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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  • RavenSe - Wednesday, June 1, 2016 - link

    All of the 9th series of GTX? Once new tech is out, almost nobody wants obsolete one. There is tons of those chips on the market. Other then that I don't expect NVIDIA to sell 1080 and 1070 at volume, it's early yields, meaning they will still have to sell Maxwell until the switch to new node is fully complete. In the meantime market will start to be flooded with small die size AMD cards that will certainly be at higher volume.
  • slickr - Thursday, June 2, 2016 - link

    That is the msrp on the card, but since it will only be a paper launch and Nvidia is the one selling first "founders" edition cards at over $450, in fact market price is close to $480, I wouldn't be surprised if market prices for the 1070 are at least $420-430 for 3-4 months before it goes down to $400 and I'd expect some competition from AMD to get the price to a more reasonable and sensible price such as $330-$350.
  • JKay6969AT - Thursday, June 2, 2016 - link

    In the UK the price of the cheapest 1080 is £525 and that has a really horrid cheap plastic shroud over the heatsink and the blurb makes no mention of a Vapor Chamber cooling system which comes on the 'Founders Edition' for £619. The decent 3rd party cooler 1080 cards range in price from £580 to £690 and the hybrid and water cooled versions go up past £700.

    This is an expensive card, a really good card, but an expensive one. When AMD releases their competing product these prices will fall.

    Again this is not against AMD or nVidia, just stating the facts.
  • pashhtk27 - Friday, June 3, 2016 - link

    True enough ;)
  • JKay6969AT - Thursday, June 2, 2016 - link

    If tomorrow AMD launched the RXXX Wizzbang Wallop x2 that was $500 and was the same performance as the GTX 1080 then nVidia would be forced to....oh that's right, COMPETE!

    You would soon see the price of the 1080 drop and maybe even see the introduction of the 1080 ti to fill the highest end void to appease the fanboys who need their brand to be the best, even if the top end cards are way out of their league they can aspire to have them. This creates brand loyalty to an almost occultist level where the hardcore fans will argue against fact, logic and truth to defend their brand.

    This is not a bash on nVidia, I'm quite sure that if AMD were in nVidias position they would be acting in the same fashion. it is how business works, like it or not.
  • Meteor2 - Saturday, June 4, 2016 - link

  • piiman - Saturday, June 4, 2016 - link

    " 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?"

    You act like the round is over. AMD just came out of the corner give them time to start throwing some punches before declaring them the loser. :)
  • poohbear - Wednesday, June 1, 2016 - link

    Are u an investor? Most ppl thay frequent this site are consumers, so they're very happy.
  • slickr - Thursday, June 2, 2016 - link

    LOL! Lets me guess you live in the USA or Canada, have never went more than your state and you are going to be telling how people are in the world?

    Have you been to Russia, India, Slovenia, Morocco, Brazil, etc...? There is a major market out there for $200 and cheaper graphic cards. If AMD can fill the price points from $100 to $200 with amazing graphic solutions that make sense, offer great value you'll see them selling tens of millions of graphics and making big profits!
  • Jumangi - Wednesday, June 1, 2016 - link

    $200 isn't "budget". Its the mainstream where the vast majprity of cards are sold. The 1080/1070 are to show off not for large volume and revenue.

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