A lot has changed at ATI since its formation in 1985. Long gone are the days when a complex graphics chip had 10,000 transistors and 3D rendering was a thing of science fiction. No longer can ATI release a product when it sees fit or lavish in the quality of their 2D features. No, the world of consumer graphics cards has become a constantly changing and adopting field of electronics, making it a very fast paced and dog-eat-dog world.

Due to this, any video card company must adapt to the changing times. In many instances unsuccessful, we have seen the fall of great companies that are the foundation of today's technology. Unlike these companies, however, ATI has continued to thrive, at least from a business standpoint. In addition to their adaptation to the changing landscape of the consumer graphics market, ATI has adapted to changes in a vast range of computing fields, from set-top boxes to home entertainment, making it one of the largest image companies in the world.

With all the success that ATI has encountered in the past, there have been recent downfalls. Products such as the Rage128 were plagued with not only delayed releases but poor drivers. "High end" products, such as the Rage Furry MAXX, found themselves paired up with much better performing products from the competitors as a result of these delays. This poor track record was enough to keep the power computer user away from ATI, but good relations ensured ATI's success in the OEM market.

The poor driver support and delayed products marked a dramatic change from ATI's initial reputation. Changing from a consumer target to an OEM pleaser was exactly the opposite of what ATI needed to do in order to stay afloat in the competitive field of consumer graphics. Just as the doctor ordered, times seem to be changing for ATI again, this time for the better.

ATI's new approach to the 3D graphics card market was initially displayed with the Rage6C core. The announcement of this core in April at WINHEC was customary of the typical ATI announcement with many promises made. Once again as a product of ATI's poor track record, people assumed that a card based on the Rage6C would be at least 3 or 4 months delayed from the expected release date of August, emerging well in the turf of NVIDIA's upcoming NV20. However, with cards shipping to retail locations by the time you read this and ATI preaching a 6 month new product cycle, even John Carmack is talking about ATI's Radeon card; and when Carmack is talking, the whole industry is talking.

The Chip


View All Comments

  • monsterrabbit - Thursday, June 18, 2020 - link

    Mr. Tony, the founder of Monster Rabbit, been in the Epimedium business for a long time. He knows what works and what doesn't, and he knows people’s needs.
  • ElectraAbuDhabi - Thursday, June 18, 2020 - link

    I really appreciate this wonderful post that you have provided for us. Electrical lighting Abu Dhabi through Electra Abu Dhabi L.L.C Reply
  • Localco - Thursday, June 18, 2020 - link

    LOCAL is an independent life-style concept store that combines a specialty cafe, coffee beans Abu Dhabi, men's barbershop and an exclusive sneaker & street wear consignment store Reply
  • mukeem - Thursday, July 16, 2020 - link

    here you can check about MOI Qatar.
    <a href="">Moi Qatar</a>
  • wholesaleking - Thursday, August 13, 2020 - link

    Wholesale Kings Inc. is the premier wholesale whether your project is residential or commercial, we are Artificial turf Supplier in Saskatchewan, supplier of exterior building material is Saskatoon, SK. Composite Decking, Hardwood Kayu Decking, External Decking Membrane, Vinyl Fencing and Luxury Railing. We are a quality exterior building and finishing Supply Company that believes in quality and sustainability. Come visit our showroom to see how you can renovate, upgrade and improve your home or commercial space.
  • Shrforexbroker - Tuesday, August 18, 2020 - link

    SHR Capital A Source of Free Forex Trading Tips in Abu Dhabi Operated by a team of Forex advisors and technical experts, we are united by one vision.
  • Taharao - Monday, October 26, 2020 - link
    Unbelievable! This blog looks like my old one!
    It's a completely different subject, but approximately
    Same layout and design. Amazing choice
  • Taharao - Monday, October 26, 2020 - link

    Hmmm, is there something wrong with the images on this blog? At the end of the day, I try to figure out if this is a problem or a blog.
    Any answers will be greatly appreciated.
  • foodcrowd - Saturday, January 30, 2021 - link

    Food Crowd brings the freshest food directly from farms to your plate, giving the UAE community access to the best quality products being the best online grocery shopping sharjah
  • foodcrowd - Saturday, January 30, 2021 - link

    Chemical injection pumps for well water have been in the chemical injection and transfer pump business for more than 20 years. Operating out of our manufacturing facility in the heart of Dyce Aberdeen we have been servicing the Oil & Gas

Log in

Don't have an account? Sign up now