This isn’t the easiest time to be an AMD fan. The company’s eight-core FX-8150 desktop chip was widely panned on the review circuit, and then NVIDIA’s GTX 680 graphics card ran off with Radeon HD‘s thunder. Even when you look at notebook processors, where AMD has long excelled with its Fusion APUs, the hype wars currently favor Ultrabooks and Ivy Bridge. Affection for the gamers’ brand and its ATI back-story may make this stuff uncomfortable, but the predicament is already starting to mess with AMD’s balance sheet. Which raises the obvious question: what’s to be done?
Sasa Marinkovic, AMD’s Head of Desktop and Software Product Marketing, bravely took up the challenge of providing his side of the story — even after we warned him that we’d try to disrupt his flow with accusatory glances. In the end, we did get him to acknowledge some recent hard knocks, particularly with respect to the FX chips and their (lack of) single-threaded performance. But we also got some insight into the mind of a chap who remains genuinely and abundantly confident about his employer’s future. Read on and see for yourself.