Leading Companies in Technology Unsurprisingly Put Money First


Cruz Godinez, Jason

Ethan Partain, Staff Writer

Advanced Micro Devices (AMD) has well established itself with the fastest and overall best computer processor with 64 cores and 128 threads, capable of handling insane workloads at insane speeds. Their newest processor, the Threadripper 3970x, already beats out Intel’s best processor, the Core i9NZ, by a long shot. So, the question here is why AMD even bothered making the 3990x in the first place.

Answer: marketing. This is something that every large company has done, Apple especially. Many people ask why Apple keeps releasing new iPhones with seemingly little to no improvements to the previous, perhaps giving only a little more space and maybe another camera you’ll use once and forget for the price of an entirely new phone. Apple has even gone further with its marketing by slowing down older phones to force people to buy the newer ones, but we’re here to talk about AMD’s marketing. Just like the iPhone doesn’t need to be “improved” by an entirely new phone, AMD does not need a new processor when it holds not just the #1 spot on the podium for best processor, but #2 as well. 

AMD taking the top 3 places for processors is unnecessary, especially when you consider the previous processor, the 3970x, is already so powerful that it is only necessary for the hardest of computing tasks. The 3990x is overkill in every aspect, and the target audience is minuscule. So, what does AMD gain from doing this? Are they making a point? Are they making money?

Both. AMD is, first of all, releasing this overkill processor out of pure vindictiveness to embarrass Intel while they are ahead, and they are currently using this technological advantage to pump up their stock price, relieve debt, and grab some important mindshare. 

The Threadripper 3990x costs $4000. This turns away almost all of AMD’s audience immediately, especially considering you can buy a professional grade processor (as opposed to this desktop processor) that has the same 64 cores for thousands of dollars less, similar to how Apple sells “improved” versions of the same phone for much more money than a new camera or extra storage is worth. So, this seems to just be a way for extremely rich people to flex their money and buy a 64-core processor that is thousands of dollars more than a similar processor. 

With AMD leading the computer processing industry, and Apple leading the mobile phone industry, why are they making new products instead of making all the money they can in the time they have on top? 

It’s a long game, and leading companies constantly juggle new products with waiting for profit. For most, it’s an easy choice, since for the long term it will bring in more profit to constantly make new products even though the intended audience may be extremely small. 

So, what does this mean for the audience? Nothing. If you’re looking for a new processor or a new phone, you won’t even consider the most expensive, highest performing, or most flashy product. The audience is looking for a good ratio of cost to performance, and a giant price tag will only lead to performance that is so far over the top the average user won’t even need half the performance.