So, Hardware Unboxed had a Q&A session where they were asked what AMD doesn't get about the current GPU market, given their tiny and rapidly declining market share. As a GPU customer myself (a gamer), I'll give my thoughts.
This is gonna be hard for AMD to hear, but they're basically considered the "cheap" brand. Nvidia is the brand everyone wants, they get the best cards with the best silicon, and the best features and longevity, and AMD is kinda that cheaper brand that cuts corners and tries to compete. AMD has always been the underdog throughout my life, on CPUs AND GPUs, although on CPUs they've improved their standing significantly. AMD is known as the "value" brand, the "price/performance" brand, and from an economic standpoint, the only thing standing between Nvidia just being a total monopoly.
Honestly, I've bought several AMD products throughout my life, and my experiences are always somewhat middling with them. Here's my overall experience:
HD 3650 AGP (2008)- Needed an AGP card for an aging HP desktop to turn it into a makeshift gaming PC. Nvidia wanted like $200 for a 7600 GS which was insane. They were offering like $60 for a 6200 and $80-100 for a 7300 GT. These were all poor value. AMD offered $60 for a HD 3450 or a x1600, $80 for a HD 3650 which was on par with the 7600, and $130 for a HD 3850 which was just a step or two below the venerated 8800 GT. Given I was rocking a single core CPU at the time, and had a limited budget to upgrade, I saw little value in going for the 3850 so I went for the 3650.
It was kind of a crapshow. The day I installed it I booted up FEAR combat, a game I wanted to play...and it crashed. The whole computer. I booted it up again. AND it crashed again. I thought something was wrong with my build, but googling the issue, I found that it was a driver issue. Apparently the drivers for the card were old and limited and had a weird compatibility with athlon XP processors, and I had to literally use some dude's custom hotfix drivers just to get the issue to stop. So yeah...not a great experience. Good enough given how cheap the cards were but yeah.
HD 5850 (2010)- Got this for my first REAL gaming PC. Nvidia had no real competitor at the time as the 460 didnt launch yet and my options were the GTS 250 for like $150, the GTX 470 for like $380, or I could go for like a HD 5750 for $150, a HD 5770 for $200, or a HD 5850 for like $300. So basically AMD dominated that price range at the time.
It was a good card, but I did have some issues with it. Crysis had a weird driver crash with it. Dishonored was a chore to get running at all. Long term, AMD GPUs at the time suffered poor longevity. By 2015 drivers were dicontinued. The 460, however, got drivers through 2018.
In 2012, my friend gave me an old 580, wanting to go up to a 680, it was a significant upgrade, although it died and EVGA upgraded me to a 760 eventually. And...my friend was big on Nvidia. he hated fussing with drivers and the like, and nvidia "just worked." I cant say nvidia performance was as seamless as people act like it is but between this and the 1060, I went team green for a solid decade after this.
I feel like this is where it's time to really discuss, as a gamer, what AMD does wrong. You got cheap products that typically have inferior support, more issues, and yeah, then you lack features like physX or ray tracing. I'd argue at the right price, AMD is worth considering, but a lot of gamers got turned off from it, and honestly, if AMD offers cheaper products, Nvidia will just cut their prices too and yeah. AMD wins short term, but it's argued their strategy sucks long term. So now they don't even cut prices and seem to be doing an Nvidia -$50 strategy which isnt working either.
Anyway, let's fast forward to the present:
RX 6650 XT (2022)- I went AMD again purely because nvidia stopped trying. They got greedy. They introduced features like DLSS and ray tracing i didnt care about and bumped the price up significantly, making their "60" cards $300+ and ultimately phasing out their lower price ranges. Occasionally they'll offer a $250 "50" card like the 3050 or 5050, but yeah.
Anyway, for me, $300 was the max I was willing to spend on a GPU. Because that's what I always paid and I saw the price increases as insane and unjustified. And post COVID, when GPU prices dropped, AMD caved first. Their RX 6000 series cards got REALLY cheap REALLY fast. My options were RX 6600 for around $190, 6650 XT for $230, 3050 at $280, 3060 for $340, or 6700 XT for $350. I went for the 6650 XT as it was the best bang for the buck, offering 3060 performance for over $100 less. Which is like a 30% price cut.
I have to admit, 3+ years later, I'm mixed on my choice. 8 GB VRAM is kinda limited. AMD is already limiting RDNA2 driver support and throwing its buyers under the bus to some degree. Game developers seem to be just expecting you to use upscaling, which looks like crap compared to native. DLSS is the best upscaler and its just expected you'll use that, but the AMD options are worse and that can impact things. And yeah, it's kind of the same issues, you get cheaper cards, but you also get inferior features, more limited support, etc. People dont wanna buy AMD cards if they dont feel like they'll last. And it's not like cards are cheap any more.
10 years ago when they had polaris, the idea was OH LOOK, THIS 1060 KILLER FOR $200. Yeah they never competed at the high end, but honestly, I think the products they did have were good for what they are.
Fast forward to now. If I were to buy RIGHT NOW, I'd go Nvidia, and here's why.
AMD has basically discontinued its older cards like the 6600, the 6650 XT, and even the 7600 is an iffy buy as its like $280 or what amounts to like a....5050. Yeah, Nvidia has that $250(260 currently) 5050 and that itself is kind of a poor buy, but it's better than buying AMD. At least AMD will likely support the card well into the future. Meanwhile my RX 6650 XT feels half abandoned despite being roughly as powerful.
The 5060 costs $330, and launched at $300. It was significantly better than the 5050. And it likely would have been an option for me if I bought late last year. The 9060 XT was AMD's equivalent and was $270. It also was a possible option, but unlike in 2022 it went up FASTER than the Nvidia cards and is now $345 at minimum...for the 8 GB version. ugh....8 GB. But yeah. Until october last year, RAM was cheap, they couldve added 8 GB to a card for like $20-50 and instead they charged like $100 more with the 9060 XT 16 GB being like $370 (now $440) and the 5060 ti 16 GB being $430 (now $550). I cant blame market conditions too much NOW, but yeah they were overcharging BEFORE we got to this point, basically leaving you with the same 8 GB RAM for like $250-300 that we've had since the RX 480/580 in 2016 ten years ago now. Now it's just a no go.
Anyway, at this point, you gotta bite the bullet and get 8 GB, but let's talk about the overall lineup.
AMD....competes too much with Nvidia. For the past 3 generations, (6000/7000/9000), they've been competing too much at the high end with cards like the 6900 XT, 7950 XTX, 9070 XT...and here's the thing...why would ANY premium buyer buy AMD? Even if raster is good, they lack the ray tracing, they lack the technology, they lack the long term software support. They're the cheap brand, and yet, they seem to have forgotten their place in the market. They compete with nvidia head to head in premium segments when their tech is still very much behind Nvidia. No one is gonna wanna spend $500, 700, 1000 on premium GPUs when they can just...buy Nvidia. Their products are worse than Nvidia. They age worse. They lack features. They lack support. Drivers are still a nightmare for some people (I've had occasional issues but to be fair Nvidia isnt spotless either, I had issues both on the 760 and 1060).
For me at the new "low end" of $200-300, you're getting a card with 8 GB VRAM where you're expected to upscale to get acceptable performance in games (an industry problem), and AMD lacking an answer to DLSS is painful. It was fine using FSR on an aging 1060 for a while, Im glad AMD had SOMETHING but in order to compete with nvidia, they need new features, and to get those new features they gotta screw over existing customers. And the fact is, we're far enough into Nvidia's new upscaling and ray tracing driven ecosystem where buying AMD kinda locks you out of features needed to make modern gaming good.
Again, it would be fine if GPUs were cheap, but they're not, and that's another problem. I keep saying it. We used to have a market that went from around $100 up to $700. Now we got a market that goes from $250 up to $2000. And AMD is kinda abandoning low end customers just as Nvidia is. They dont have answers for low end gamers. For a while it was just "buy a 6600" and now those have dried up. Their lowest end options worth a crap are now the 7600, which competes directly with a 5050 and fails for the reasons mentioned above, and the 9060, which fails vs the 5060.
They need lower prices. They just do. They need to aggressively break into the low end market and flood it with cheap GPUs. Why do they not have a 9050 XT? They could charge $200-250 for that and have it compete with the 5050 (ideally, I think $200). They could offer a sub $200 card as well, something 3050/6600 level. A 9040 so to speak. Again, why have these guys abandoned the low end market? They have these kinds of SOC configurations in mobile devices like the rog ally and steam deck. They should exploit the market for something above the steam deck level but below their current entry level offerings.
And they could do what they did with zen, aggressively price them to make up market share. I mean, we gotta remember that. I was crapping on zen early on because AMD was STILL a budget brand. But at least they knew their place. And they priced their products accordingly. And they were still the value kings for a while for that lower-midrange consumer base that no longer exists.
Honestly, I think there's an adage I hear in PC gaming a lot. There are no bad products, only bad prices. To be fair, you CAN make a bad product, like an exploding power supply or something, BUT....assuming it passes basic QC...the adage holds. AMD is actually a good mass producer of GPUs. They power most modern consoles like the last 2 generations of Xboxes and Playstations, shipping millions of units. They have entry level graphics for handhelds. But then their discrete GPU division is a hot mess. They are trying to compete with like the 5070 ti with the 9070 XT, and they're matching Nvidia roughly on price/performance...but with inferior features and support. And a lot of us gamers are like..."why buy AMD? why not just buy Nvidia?"
And that's why Nvidia has more market share. AMD has given us no reason to buy their products for the most part. Now, again, I'm open minded to buying them. I run AMD now, I've run it in the past, but what's the trend? AMD had its hooks into markets that Nvidia ceded ground on. Nvidia is a company that makes very good products, but they get arrogant. They get too big for their britches, they overcharge, and then AMD comes in and exploits the market.
Right now, there's arguably a whole market out there for budget GPUs that AMD is barely touching. And while, again, I get it, kind of a bad market right now with the rampocalypse, but yeah....AMD has to offer cheaper GPUs, like not just a few dollars cheaper, but to shake up the market. If they cant do that they need to somehow offer better products with more complete feature sets and longer driver support...and to make up over a decade of poor good will from the community.
Honestly, I think the cheaper GPU route is better. Maybe right now that involves a lot of sub $300 8 GB GPUs. Maybe in the future it means offering 12-16 GB where Nvidia offers 8. But yeah. When I think about why I bought AMD GPUs in the past, it's always because they were cheaper and filled a niche that nvidia simply didn't. The quality of the products often arent up to nvidia's standards, but they're normally a whole lot cheaper to make up for it. But when you're literally at Nvidia +/-10% price, and you offer inferior features and less support, why would anyone buy them? AMD has trouble selling stuff at a discount, which IMO is because, in part, they dont offer enough of one. Again, when nvidia products are similarly priced, most would rather buy nvidia so you gotta be the value brand and sell cheap stuff. You gotta be that guy offering a 6 core 12 thread CPU when intel offers 4/4 (looking at you, 1600x vs 7600k). You gotta do that, but for GPUs. Idk, it seems like AMD gave up actually competing and would rather preserve profit margins on what they do sell, but in doing so they lose volume. And now Nvidia has like 94% of the market. I dont think AMD is gonna command a majority any time soon, but they could get in the double digits just by offering better products for less money. I get it, it sucks being the "cheap" brand, but that's what AMD is, and they gotta play the hand they got, not the hand they want. As long as they make any sort of profit, they should be happy. And maybe over time they can actually do what they did with ryzen, but let's face it, that's probably gonna take around a decade for them to actually come back. Kinda like it took AMD a decade to fully come back after bulldozer. Just how I see it.