Analyst: Imagination Technologies Powers Apple A4 Graphics Engine, Tops Nvidia Tegra

January 29, 2010

The A4 is Apple's custom chip powering the iPad tablet

[Update] Analyst Jon Peddie just blogged more details about iPad’s internals.

Inside Apple’s upcoming iPad tablet lies a mysterious chip: the A4, with the “A” presumably referring to Apple and the number “4″ perhaps to 4-cores!

First, here’s what we know for sure about the A4, either from common sense and public comments by Apple:

  1. It’s a system-on-a-chip (SoC) which combines a low-power ARM-based CPU (supposedly the latest Cortex A9), a graphics processor (or GPU), and other circuitries like audio and video codecs.
  2. Runs at 1GHz;
  3. Fabricated by Samsung.

In many aspects, Apple’s custom silicon is comparable to next-generation ARM-based SoC mobile processors from Freescale (i.MX series), Marvell (Armada), Qualcomm (SnapDragon) and Nvidia (Tegra); all showed at CES a number of tablets and netbooks prototypes using their respective chips.

Intel has also entered the SoC market with its Moorestown chip, a shrink of the current Atom processor used in netbooks, which now integrates a CPU and GPU on the same die.

If there’s not much mystery left on the origin of the A4 CPU – aside from the number of cores – little is still known however of the internal design of the chip and its graphics capabilities.

In a blog post that was widely reprinted all over the Net, Brightside suggested that Apple used ARM’s Mali 50 design for its core GPU. However, graphics expert Jon Peddie, of Jon Peddie Research, disagrees.

“The Ipad is not using Mali,” told Peddie to TechPulse 360. “The graphics engine in iPad certainly do, spec-wise, rival Tegra, Snapdragon, or Armada. On a polygons/second, or a pixel fill-rate basis it is as good as any out there, maybe better. And if game play is the criteria, then the graphics engine has all the power needed to deliver a very satisfying, if not impressive experience.”

But for Peddie, the real question should be: how does the A4 chip compares on a polygons/second/watt basis?

“And here is where you (and competitors) will be surprised – it will be top of the class. We won’t have measured data probably until late summer when all the tablets, including HP’s Slate and MSI’s Tegra-based unit are out and available for testing. But based on what we know about the engines involved, the A4 should be the best of breed,” added Peddie who is coming out next week with a full report on the A4 chip.

Peddie just blogged more details on the A4′s graphics engine: it’s an Imagination Technologies [PowerVR] SGX 535 core that is already used in iPhones and iPod touches.

Earlier this month at CES, Imagination unveiled a successor to the 535 core – the 545 – with even more impressive graphics capabilities. No doubt that it will find its way in next-generation iPhones, iPods and iPads.

Apple and Intel are key stockholders in Imagination Technologies. According to the UK publicly-listed company, they respectively own 9.5% and 16% (according to the Guardian) of its shares.


Video: Nvidia Laughs At Intel’s Next Generation Netbook Platform “Pine Trail”

December 16, 2009

Nvidia's claims that Intel's next-generation netbook platform dubbed Pine Trail can't play Flash HD content or Blue-ray movies and mainstream games

At a meeting in San Francisco today, I sat down with Nvidia’s director of marketing David Ragones for an update on the company’s netbook solution, ION, unveiled a year ago.

Although ION is about a year old, Nvidia claims that last year’s ION is still 5 to 10 times faster than Intel’s next-generation netbook platform, dubbed Pine Trail and available in next year’s netbooks.

“Intel hasn’t closed the gap. So they’re now coming out with their next-generation but the media performance is still relatively poor”, says Ragones.

And we’ll have more on Pine Trail tomorrow after a media briefing Intel is hosting, also in downtown San Francisco (yes that’s the week!), where the chipmaker will probably show some Pine Trail equipped netbooks and hopefully some performance numbers.

Until then, we’ll have to take Nvidia’s words for it.

Despite positioning ION at the premium segment of the netbook market ($399 and above), Nvidia claims that as much as 100 netbook models equipped with its graphics chip.

“ION energises the Intel Atom processor. It’s perfect if what you want to do is view HD content, play mainstream games and do simple image and video editing tasks”, adds Ragones that used the Sims video game to prove his point. “Sims 3 is the number 1 top selling game in the world, and this is a game you can only run on an ION netbook.”

Follows a video excerpts of my conversation with Ragones.


ATI Faces More Executive Exodus Ahead Of Major Product Launch

August 18, 2009

ATI's former mobile graphics chip boss Phil Eisler is now Nvidias general manager of the 3D Vision business unit

Can ATI stop the talent exodus?

After ATI’s former CEO David Orton, CTO Bob Drebin and other executives and engineers defecting the Canadian outfit, the chipmaker recently lost its senior vice-president and general manager of the chipset and notebook business unit Phil Eisler who was just named last night Nvidia’s general manager of its emerging 3D Vision business unit.

“3D Vision has created immense buzz since its’ launch. The team has brought a very high quality interactive solution to market, at a very affordable price. Gaming, movies and digital photography are all being pushed to a new level with 3D Vision. Phil will be responsible for driving NVIDIA 3D Vision onto a global scale and building it into a key differentiator of GeForce based desktops and notebooks,” said senior vice-president of Nvidia’s GeForce business unit Jeff Fisher in an internal memo.

At AMD/ATI, Esler was responsible for the mobile and integrated product lines, including mobility Radeon graphics processors. He had been at ATI for nearly 15 years.

The funny part is that despite leaving some months ago, when AMD decided to relocate some ATI staff to its Austin, Texas, headquarters, Esler’s bio is still up on ATI’s website. Nostalgia maybe?

ATI will officially launch its next generation graphics chip dubbed “Evergreen” – previously shown at Computex and QuakeCon – on September 10th at the U.S.S. Hornet in Alameda, Calif.


AMD “Evergreen” Graphics Chips: You Won’t Believe Your Eyes… Nvidia!

August 12, 2009
Can AMD change the game in graphics with its upcoming Evergreen GPUs? Well know on September 10th!

Can AMD change the game in graphics with its upcoming Evergreen GPUs? We'll know on September 10th!

[Update 1] We’ve got confirmation from AMD that the Evergreen cards are being shown this weekend, at the QuakeCon video game convention in Dallas, Texas.

[Update 2] AMD will host its Evergreen’s official launch on aircraft carrier U.S.S. Hornet moored in Alameda, Calif.

The word is finally out. AMD will launch it’s much anticipated next generation graphics processors code name “Evergreen” on September 10th; ahead of Windows 7′s launch in late October..

For AMD, these 40-nm, Microsoft DX11-compliant GPUs will fundamentally change the graphics industry and give it a clear advantage over Nvidia, again!

The prior generation of ATI cards was such high performance and so cheap that they forced Nvidia to hastily put together competitive video cards.

Sadly, AMD’s Santa Clara, Calif., rival hasn’t shown much of its DX-11 chips yet. However, Nvidia might choose to show off its wares at its own GPU Technology conference at the end of September in San Jose.

The GPU market is finally kicking some tires, just in time for the holiday season!


Nokia Not Ready To Drop ARM For Atom; But Willing To Sell Intel Some Old 3G Technologies

June 23, 2009

The “technology collaboration” announced today between Intel and Nokia was a non-event.

On the call earlier today, both companies executives including Intel ultra-mobile guru Anand Chandrasekher who refused to talk about specific products, saying it was too premature, and only referring to some future “new class of devices.”

Furthermore, Nokia’s devices chief Kai Oistamo reiterated that the Intel deal “has no impact on our long-term relationship with ARM suppliers.” So why bother really?

Nokia and Intel to combine mobile Linux systems

But what we know however is that this “new class of devices” will run a Linux mobile operating system – probably a combination of Nokia’s Maemo and Intel’s Moblin – on top of a low-power Atom chip coming up next year.

“A new class of devices” that sounds very much like a netbook or a Mobile Internet Device (MID) in Intel’s lingo, to me!

Even Intel’s decision to license Nokia’s 3G data modem technology for its chips sounded like old news. Last month Intel’s CEO Paul Otellini said in an analyst briefing that Nokia’s modem technology will be used in Moblin.

So why so much noise, for so little or actually no news? Probably to remind people that unlike ARM-based competitors like Freescale, Nvidia, Qualcomm, Samsung or Texas Instruments, Intel does not have a low-power enough chip for the “ultra-mobility” space yet!


Intel Pays OEMs To Keep Nvidia Out Of Netbook, Atom Market

June 16, 2009
Nvidias ION netbook platform surpasses even Intels latest consumer ultra-low voltage system

Nvidia's ION netbook platform surpasses even Intel's latest consumer ultra-low voltage (CULV) system to ship next quarter!

The secret is finally out.

At Nvidia’s analyst conference today, CEO Jen-Hsun Huang explained how Intel is trying to keep Nvidia out of the Atom-based netbook market it entered late last year with its ION platform, boosting the graphics and video performance of a netbook to a point it rivals higher-end laptops.

According to Huang, it costs $75 for a PC manufacturer or OEM to buy both Intel’s Atom processor ($40) and Nvidia’s ION platform ($35).

“But if you buy Atom and use the 2 other chips (including an integrated graphics chip) that come with it, it’s $25. So the 2 chipsets we are competing against ION is negative 30 dollars,” said Huang.

In order words, Intel is giving away $30 to OEMs for not buying Nvidia!

“If a company is willing to give you $30 for every unit that you buy, you just have to buy enough and you’ll be rich. I might even be their largest customer,” jokes Nvidia’s CEO.

Despite Intel’s “extraordinary” subsidies, Nvidia still managed to convince dozens of OEMs to adopt its ION platform, including Acer and Lenovo, because there are some markets where free is not enough. “And those are my customers,” adds Huang.

“If someone offers an MP3 player for free… as the electronics cost of an MP3 player is approximately nothing… yet there are still people who go and pay $79 for [an iPod]!”

But Nvidia is no Apple despite Huang’s multiple references to the Cupertino, Calif.-computer maker.

Here’s a video excerpt of CEO Jen-Hsun Huang comments on Intel’s anti-competitive actions to keep Nvidia off the netbook market:


Intel Suit Slowing Down Nvidia, But Work Arounds Exist, Says Nvidia Chief

June 16, 2009

Intel’s February lawsuit has slowed Nvidia down, says Nvidia CEO Jen-Hsun Huang.

But there are many ways to get around the technology Intel is claiming as its own, Huang said Tuesday.

Dont get fixated on a bus, says Jen-Hsun Huang

Don't get fixated on a bus, says Jen-Hsun Huang

Intel filed suit against the company to confuse manufacturers and consumers about Nvidia’s ability to deliver a graphics processor and chip set to work with Intel’s new Nehalem computer microprocessors, said Huang.

Intel claims in particular that a four-year-old license agreement keeps Nvidia from integrating with its new integrated memory controller.

But Huang says there is more than one way to skin a cat. Don’t get fixated on Intel’s new bus,  Huang told the analysts. There are different ways to transfer data in a chip, he said.

He said Nvidia is still at work on an ION-based chip set for the market.

“Intel needs to stop ION like there is no tomorrow,” Huang says. That is the reason for the suit.


Nvidia Pushes Ahead With Bet The Company Gamble

June 16, 2009

For several years, Nvidia CEO Jen-Hsun Huang has been on a mission to transform the specialized graphics chip into a general purpose “co-processor” routinely installed in the millions of personal computers sold every year.

This year he is more strident than ever.

Costs are higher, but company making a fundamental contribution to computing, says Jen-Hsun Huang

Costs are higher, but company making a fundamental contribution to computing, says Jen-Hsun Huang

Huang’s belief is that computing itself will be transformed. Scientific and other computationally heavy programs will run faster. New complex applications, such as facial recognition, will be anbled.

“I absolutely believe people will stop thinking about GPUs as graphics processors in the long term,” he told analysts during a meeting Tuesday at the company’s Santa Clara headquarters. “We want to make a fundamental contribution to the computing industry.”

Huang argues that graphics chip maker Nvidia is seeing progress toward its vision. It claims 42 design wins for its new Tegra chip – a product designed for phones and portable Internet devices – with some Tegra smarphones expected in the market by the end of the year.

Nvidia calculates its opportunities will dramatically expand as a result – to an addressable market for all its products of $38 billion compared with $5 billion today.

But the initiative is a gamble, partly because of higher demands for research and development. “Our cost is slightly higher,” Huang admits. This is in part due to $1 billion in excess inventory Nvidia accumulated during the global downturn. “When the economy froze, we were caught kind of flat footed” and product inventories swelled, he said.

As the “co-processor” strategy plays out, “we believe earnings will come (and) margins will come,” he says.

Wall Street analysts have been skeptical so far because of Nvidia’s higher costs and because competitor AMD appears to be rushing new DirectX 11 graphics products to the market ahead of Nvidia.

But Huang isn’t ready to reverse course. “I really believe in what we are doing,” he says  And besides, “We are seeing real traction” in the market, he noted, at a time when the next generation operatings systems from Apple and Microsoft will for the first time contain support for “co-processing” computing.


Intel, Nvidia Capitalize On Better Graphics Chip Market

April 28, 2009

Yes, the PC and graphics chip market still stinks. But it didn’t stink as badly in the first quarter as it did in the fourth quarter.

And Intel and Nvidia made the most of it.

Graphics chip market rebounds (a bit)

Graphics chip market rebounds (a bit)

Overall, sales of graphics chips used in computers and other devices fell 21 percent to 74.9 million units, said Jon Peddie Research.

But Intel’s sales rose 7.5 percent from the fourth quarter and Nvidia climbed 4.8 percent as both companies gained market share.

Sales at AMD suffered, falling 8.5 percent.

Here is Jon Peddie’s forecast for the future:

“Things probably aren’t going to get back to the normal seasonality till Q3 this year, and we won’t hit the levels of 2008 until 2010…We are still predicting an upturn in the PC market in Q3 and Q4.”

The firm also says it expects new designs this year from Nvidia and AMD’s ATI. Seems like AMD will need them to be successful


Acer, Nvidia To Spark NetTop Craze With Cheap mini-PC

April 7, 2009

The Acer Aspire Revo is the first NetTop combining Nvidia's ION graphics chip and Intel's Atom processor

Nvidia delivered on its promise to bring its low-cost, green, full-featured ION platform to market, with the help of the Acer Aspire Revo mini-PC.

Pricing has not been confirmed yet, but expect the system to be much cheaper – perhaps close to $300 – than Apple’s $600 Mac mini computer or Dell’s $449 Studio Hybrid.

Despite using Intel’s low cost Atom chip, the Acer Aspire Revo is no larger than a typical hardcover book, but yet is a fully capable desktop running Windows Vista, the latest video games and playing BluRay movies.

“ION is 10 times faster than comparably priced PCs… at 1 liter it’s 1/30 the size of standard desktops… Consumes one-fourth the power of traditional desktop PCs,” says a Nvidia spokesperson.

According to the Santa Clara, Calif.-chipmaker, the on-board ION graphics performance is 5 to 10 times faster than PCs with Intel’s integrated graphics.

“The Revo can be compared to an Atom-based desktop systems [NetTop]; it has similar size and thermals, similar components, except for graphics,” adds Nvidia.

If the price is confirmed, the craze for netbooks could soon reach the PC desktop market with those new affordable nettops.

The full hardware specifications of the Acer mini-PC after the jump.

Read the rest of this entry »


Follow

Get every new post delivered to your Inbox.

Join 32 other followers