Athlon 64, Opteron and Phenom

The K8 was a major revision of the K7 architecture, with the most notable features being the addition of a 64-bit extension to the x86 instruction set (officially called AMD64), the incorporation of an on-chip memory controller, and the implementation of an extremely high performance point-to-point interconnect called HyperTransport, as part of the Direct Connect Architecture. The technology was initially launched as the Opteron server-oriented processor.^[9] Shortly thereafter it was incorporated into a product for desktop PCs, branded Athlon 64.^[10]

AMD released the first dual core Opteron, an x86-based server CPU, on April 21, 2005.^[11] The first desktop-based dual core processor family—the Athlon 64 X2—came a month later.^[12] In early May 2007, AMD had abandoned the string "64" in its dual-core desktop product branding, becoming Athlon X2, downplaying the significance of 64-bit computing in its processors while upcoming updates involved some of the improvements to the microarchitecture, and a shift of target market from mainstream desktop systems to value dual-core desktop systems. AMD has also started to release dual-core Sempron processors in early 2008 exclusively in China, branded as Sempron 2000 series, with lower HyperTransport speed and smaller L2 cache, thus the firm completes its dual-core product portfolio for each market segment.

The latest AMD microprocessor architecture, known as K10, became the successor to the K8 microarchitecture. The first processors released on this architecture were introduced on September 10, 2007 consisting of nine quad-core Third Generation Opteron processors. This was followed by the Phenom processor for desktop. K10 processors will come in dual, triple-core,^[13] and quad-core versions with all cores on one single die.

AMD K6

The K6 microprocessor was launched by AMD in 1997. The main advantage of this particular microprocessor is that it was designed to fit into existing desktop designs for Pentium branded CPUs. It was marketed as a product which could perform as well as its Intel Pentium II equivalent but at a significantly lower price. The K6 had a considerable impact on the PC market and presented Intel with a serious competition.

AMD K5

The K5 was AMD's first x86 processor to be developed entirely in-house. Introduced in March 1996, its primary competition was Intel's Pentium microprocessor. Although it was originally scheduled for launch in 1995, it was delayed until 1996 because of design issues. AMD as a company was not as mature as Intel regarding microprocessor design, thus a lot of deadlines were missed and there was a lack of manufacturing expertise in scaling designs. The K5 was an ambitious design, closer to a Pentium Pro than a Pentium regarding technical solutions and internal architecture. However, the final product was closer to the Pentium regarding performance, although faster clock for clock compared to the Pentium.

IBM PC and the x86 architecture

In February 1982, AMD signed a contract with Intel, becoming a licensed second-source manufacturer of 8086 and 8088 processors. IBM wanted to use the Intel 8088 in its IBM PC, but IBM's policy at the time was to require at least two sources for its chips. AMD later produced the Am286 under the same arrangement, but Intel canceled the agreement in 1986 and refused to convey technical details of the i386 part. AMD challenged Intel's decision to cancel the agreement and won in arbitration, but Intel disputed this decision. A long legal dispute followed, ending in 1994 when the Supreme Court of California sided with AMD. Subsequent legal disputes centered on whether AMD had legal rights to use derivatives of Intel's microcode. In the face of uncertainty, AMD was forced to develop "clean room" versions of Intel code.

In 1991, AMD released the Am386, its clone of the Intel 386 processor. It took less than a year for the company to sell a million units. Later, the Am486 was used by a number of large original equipment manufacturers, including Compaq, and proved popular. Another Am486-based product, the Am5x86, continued AMD's success as a low-price alternative. However, as product cycles shortened in the PC industry, the process of reverse engineering Intel's products became an ever less viable strategy for AMD.

Advanced Micro Devices

Advanced Micro Devices, Inc. (AMD) (NYSE: AMD) is an American multinational semiconductor company based in Sunnyvale, California, that develops computer processors and related technologies for commercial and consumer markets. Its main products include microprocessors, motherboard chipsets, embedded processors and graphics processors for servers, workstations and personal computers, and processor technologies for handheld devices, digital television, automobiles, game consoles, and other embedded systems applications.

AMD is the second-largest global supplier of microprocessors based on the x86 architecture after Intel Corporation, and the third-largest supplier of graphics processing units, behind Intel and Nvidia. It also owns 21 percent of Spansion, a supplier of non-volatile flash memory. In 2007, AMD ranked eleventh among semiconductor manufacturers in terms of revenue

Core 2 Duo advertisement controversy

n 2007, the company released a print advertisement for its Core 2 Duo processor featuring six African American runners appearing to bow down to a Caucasian male inside of an office setting (due to the posture taken by runners on starting blocks). According to Nancy Bhagat, Vice President of Intel Corporate Marketing, the general public found the ad to be "insensitive and insulting". The campaign was quickly pulled and several Intel executives made public apologies on the corporate website.

Intel Inside, Intel Systems Division, and Intel Architecture Labs

During this period, Intel undertook two major supporting programs that helped guarantee their processor's success. The first is widely known: the 1990 "Intel Inside" marketing and branding campaign. The idea of ingredient branding was new at the time with only Nutrasweet and a few others making attempts at that. This campaign established Intel, which had been a component supplier little-known outside the PC industry, as a household name. The second program is little-known: Intel's Systems Group began, in the early 1990s, manufacturing PC "motherboards", the main board component of a personal computer, and the one into which the processor (CPU) and memory (RAM) chips are plugged. Shortly after, Intel began manufacturing fully configured "white box" systems for the dozens of PC clone companies that rapidly sprang up.At its peak in the mid-1990s, Intel manufactured over 15% of all PCs, making it the third-largest supplier at the time.

During the 1990s, Intel's Architecture Lab (IAL) was responsible for many of the hardware innovations of the personal computer, including the PCI Bus, the PCI Express (PCIe) bus, the Universal Serial Bus (USB), Bluetooth wireless interconnect, and the now-dominant architecture for multiprocessor servers. IAL's software efforts met with a more mixed fate; its video and graphics software was important in the development of software digital video, but later its efforts were largely overshadowed by competition from Microsoft. The competition between Intel and Microsoft was revealed in testimony by IAL Vice-President Steven McGeady at the Microsoft antitrust tria