You might argue that APUs are somewhat different from the traditional x86 market, but this argument would be just as valid for Haswell/Broadwell and Bay Trail, which means that this is just what the x86 market demands today, and AMD is merely evolving with it. AMD spends a relatively larger amount of silicon on graphics, but that's about it.
I guess you nailed it...I am viewing the APU in a different light than the traditional x86 CPU battle waged with Intel over the past 20 years. So when I say "non x86" or "non traditional x86" markets that is indeed what I am referring to in addition to discrete GPU and ARM. As a percentage of total revenue, the x86 CPU business was 95% 2 years ago...70% today...and projected 50% in 2 years. That is a HUGE change in their business model in a very short period of time. I am betting that will pay off huge for AMD. Sorry for any confusion on my part.
Q3 AMD CC CEO Rory Read
"Over the next two years, we will continue to transform AMD to expand beyond a slowing, transitioning PC industry, as we create a more diverse company and look to generate approximately 50% of our revenue from these new high-growth markets. We have strategically targeted the
semi-custom ultra-low power client, embedded, dense server and the professional graphics markets, where we can offer differentiated products that leverage our APU and graphic IP. Our strategy allows us to continue to invest in the products that will drive growth, while effectively managing operating expenses. This is best exemplified by the 10% sequential reduction in our expense to revenue ratio, as we drive to best-in-class performance on this key metric."
"So in summary, we are successfully hitting key milestones of our three-step strategy to diversify and transform our business. We have completed the first step, restructuring AMD and stabilizing our business. We effectively managed cash at the optimal levels and beat our $450 million quarterly
operating expense goal in the third quarter. We are now in the second phase, accelerating our performance by consistently executing our product road map and growing our new businesses. Our success here drove 26% sequential revenue growth and returned AMD to profitability and generated
free cash flow in the third quarter. Our progress sets us up to ultimately transform AMD in the third and final step, as we leverage our IP and design expertise from our traditional businesses to generate approximately 50% of our future revenues from high-growth markets over the next two years. We are in the middle of a multi-year journey we outlined over a year ago to redefine AMD as a leader across a more diverse set of growth markets."
"But think about it, two years ago, we were 90% to 95% of our business centered over PCs. And we've launched a clear strategy to diversify our portfolio, taking our IP -- leadership IP -- in Graphics and CPU, and taking it into adjacent segments where there's high growth for 3, 5, 7 years and stick your opportunities. We see that as an opportunity to drive 50% or more of our business over that time horizon. And if you look at the results in the third quarter, we're already seeing the benefits of that opportunity, with over 30% of our revenue now coming from semi-custom and our embedded businesses. We see it as an important business in PC, but its time is changing and the go-go era is over. We need to move and attack the new opportunities where the market is going. And that's what we're doing."
http://ir.amd.com/phoenix.zhtml?c=74093&p=quarterlyearnings
Read the Q3 2013 Transcript. I REALLY like the tone of this management team considering the last one I heard was Ruiz and the other clowns.