In a world where alliances are as fleeting as rivalries, Intel and AMD have recently joined forces—marking an unexpected partnership between former adversaries. This move is aimed at challenging NVIDIA, the long-standing leader in the graphics card market. The competition among these three tech giants has deep roots, stretching back to the early days of the PC era.
Intel has long been the dominant force in the CPU market, with its Pentium and Core series being household names. AMD, on the other hand, has always been a strong competitor, particularly with its Athlon and APU lines. Though Intel currently holds around 70% of the PC processor market, AMD’s presence should not be underestimated, especially given its dual capabilities in both CPU and GPU development.
NVIDIA and AMD have also had a long-standing relationship in the gaming space, with NVIDIA dominating the GPU market, holding roughly 70% of the independent GPU market, while AMD claims about 30%. For years, NVIDIA has thrived on the PC gaming sector, which accounts for nearly half of its revenue.
However, as the PC market becomes increasingly saturated, all three companies are shifting their focus toward emerging fields such as artificial intelligence and autonomous driving. In this new arena, Intel and NVIDIA are facing off more directly than ever before.
The demand for GPUs in deep learning has propelled NVIDIA’s data center division to impressive growth, with performance doubling this year and developer numbers tripling to 400,000. AI developers using NVIDIA GPUs have grown by 25 times, putting pressure on Intel, which has traditionally relied on its CPU expertise. As NVIDIA introduces specialized processors for specific tasks, Intel's traditional dominance is being challenged.
This shift has made Intel uncomfortable, especially when AMD occasionally suggested that "Moore’s Law is dead." In response, Intel launched a counterattack, signaling a renewed focus on innovation and competitiveness.
Looking at the current state of high-performance laptops, many are now extremely thin, with some models as slim as 11 mm. However, this trend has limitations, especially when it comes to integrating discrete graphics cards. To solve this, Intel and AMD have turned to EMIB (Embedded Multi-Die Interconnect Bridge) technology, allowing them to combine Intel’s CPU with AMD’s Vega GPU and HBM2 memory into a single package.
An Intel representative confirmed that this collaboration marks a bold step into NVIDIA’s territory. The partnership began in March of last year, and Intel recently hired Raja Koduri, a former AMD executive, further signaling its intent to compete in high-end graphics.
Beyond just improving laptop design, this alliance reflects Intel’s broader strategy to gain a foothold in the high-performance graphics market. These cards are no longer just for gamers—they’re essential for AI and machine learning applications. By embracing AMD, Intel is positioning itself not only as a leader in thin and light computing but also as a contender for the title of future chip king.
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