AMD has a serious image problem with their drivers which stems from buggy, unrefined updates, and a slow release schedule. Even though this perception began many years ago, it’s still impacting on the company’s sales and explains why their market share is so small. The Q4 2015 results from Jon Peddie Research suggests AMD reached a market share of 21.1% while NVIDIA reigned supreme with 78.8%. Although, the Q4 data is more promising because AMD accounted for a mere 18.8% during the last quarter. On the other hand, respected industry journal DigiTimes reports that AMD is likely to reach its lowest ever market position for Q1 2016. Thankfully, the financial results will emerge on April 21st so we should know the full picture relatively soon. Of course, the situation should improve once Polaris and Zen reach retail channels. Most importantly, AMD’s share price has declined by more than 67% in five years from $9 to under $3 as of March 28, 2016. The question is why?
The current situation is rather baffling considering AMD’s extremely competitive product line-up in the graphics segment. For example, the R9 390 is a superb alternative to NVIDIA’s GTX 970 and features 8GB VRAM which provides extra headroom when using virtual reality equipment. The company’s strategy appears to revolves around minor differences in performance between the R9 390 and 390X. This also applied to the R9 290 and 290X due to both products utilizing the Hawaii core. NVIDIA employs a similar tactic with the GTX 970 and GTX 980 but there’s a marked price increase compared to their rivals.
NVIDIA’s ability to cater towards the lower tier demographic has been quite poor because competing GPUs including the 7850 and R9 380X provided a much better price to performance ratio. Not only that, NVIDIA’s decision to deploy ridiculously low video memory amounts on cards like the GTX 960 has the potential to cause headaches in the future. It’s important to remember that the GTX 960 can be acquired with either 2GB or 4GB of video memory. Honestly, they should have simplified the process and produced the higher memory model in a similar fashion to the R9 380X. Once again, AMD continues to offer a very generous amount of VRAM across various product tiers.
Part of the problem revolves around AMD’s sluggish release cycle and reliance on the Graphics Core Next (GCN) 1.1 architecture. This was first introduced way back in 2013 with the Radeon HD 7790. Despite its age, AMD deployed the GCN 1.1 architecture on their revised 390 series and didn’t do themselves any favours when denying accusations about the new line-up being a basic re-branding exercise. Of course, this proved to be the case and some users managed to flash their 290/290X to a 390/390X with a BIOS update. There’s nothing inherently wrong with product rebrands if they can remain competitive in the current market. It’s not exclusive to AMD, and NVIDIA have used similar business strategies on numerous occasions. However, I feel it’s up to AMD to push graphics technology forward and encourage their nearest rival to launch more powerful options.
Another criticism regarding AMD hardware which seems to plague everything they release is the perception that every GPU runs extremely hot. You only have to look on certain websites, social media and various forums to see this is the main source of people’s frustration. Some individuals are even known to produce images showing AMD graphics cards setting ablaze. So is there any truth to these suggestions? Unfortunately, the answer is yes and a pertinent example comes from the R9 290 range. The 290/290X reference models utilized one of the most inefficient cooler designs I’ve ever seen and struggled to keep the GPU core running below 95C under load.
Unbelievably, the core was designed to run at these high thermals and AMD created a more progressive RPM curve to reduce noise. As a result, the GPU could take 10-15 minutes to reach idle temperature levels. The Hawaii temperatures really impacted on the company’s reputation and forged a viewpoint among consumers which I highly doubt will ever disappear. It’s a shame because the upcoming Polaris architecture built on the 14nm FinFET process should exhibit significant efficiency gains and end the concept of high thermals on AMD products. There’s also the idea that AMD GPUs have a noticeably higher TDP than their NVIDIA counterparts. For instance, the R9 390 has a TDP of 275 watts while the GTX 970 only consumes 145 watts. On the other hand, the Fury X utilizes 250 watts compared to the GTX 980Ti’s rating of 275 watts.
Eventually, AMD released a brand new range of graphics cards utilizing the first iteration of high bandwidth memory. Prior to its release, expectations were high and many people expected the Fury X to dethrone NVIDIA’s flagship graphics card. Unfortunately, this didn’t come to fruition and the Fury X fell behind in various benchmarks, although it fared better at high resolutions. The GPU also encountered supply problems and emitted a large whine from the pump on early samples. Asetek even threatened to sue Cooler Master who created the AIO design which could force all Fury X products to be removed from sale.
The rankings alter rather dramatically when the DirectX 12 render is used which suggests AMD products have a clear advantage. Asynchronous Compute is the hot topic right now which in theory allows for greater GPU utilization in supported games. Ashes of the Singularity has implemented this for some time and makes for some very interesting findings. Currently, we’re working on a performance analysis for the game, but I can reveal that there is a huge boost for AMD cards when moving from DirectX11 to DirectX12. Furthermore, there are reports indicating that Pascal might not be able to use asynchronous shaders which makes Polaris and Fiji products more appealing.
When selecting graphics hardware, it’s not always about pure performance and some consumers take into account exclusive technologies including TressFX hair before purchasing. At this time, AMD incorporates with their latest products LiquidVR, FreeSync, Vulkan support, HD3D, Frame rate target control, TrueAudio, Virtual Super resolution and more! This is a great selection of hardware features to create a thoroughly enjoyable user-experience. NVIDIA adopts a more secretive attitude towards their own creations and often uses proprietary solutions. The Maxwell architecture has support for Voxel Global Illumination, (VGXI), Multi Frame Sampled Anti-Aliasing (MFAA), Dynamic Super Resolution (DSR), VR Direct and G-Sync. There’s a huge debate about the benefits of G-Sync compared to FreeSync especially when you take into account the pricing difference when opting for a new monitor. Overall, I’d argue that the NVIDIA package is better but there’s nothing really lacking from AMD in this department.
Historically, AMD drivers haven’t been anywhere close to NVIDIA in terms of stability and providing a pleasant user-interface. Back in the old days, AMD or even ATI if we’re going way back, had the potential to cause system lock-ups, software errors and more. A few years ago, I had the misfortune of updating a 7850 to the latest driver and after rebooting, the system’s boot order was corrupt. To be fair, this could be coincidental and have nothing to do with that particular update. On another note, the 290 series was plagued with hardware bugs causing black screens and blue screens of death whilst watching flash videos. To resolve this, you had to disable hardware acceleration and hope that the issues subsided.
The Catalyst Control Center always felt a bit primitive for my tastes although it did implement some neat features such as graphics card overclocking. While it’s easy enough to download a third-party program like MSI Afterburner, some users might prefer to install fewer programs and use the official driver instead.
Not so long ago, AMD appeared to have stalled in releasing drivers for the latest games to properly optimize graphics hardware. On the 9th December 2014, AMD unveiled the Catalyst 14.12 Omega WHQL driver and made it ready for download. In a move which still astounds me, the company decided not to release another WHQL driver for 6 months! Granted, they were working on a huge driver redesign and still produced the odd Beta update. I honestly believe this was very damaging and prevented high-end users from considering the 295×2 or a Crossfire configuration. It’s so important to have a consistent, solid software framework behind the hardware to allow for constant improvements. This is especially the case when using multiple cards which require profiles to achieve proficient GPU scaling.
Crimson’s release was a major turning point for AMD due to the modernized interface and enhanced stability. According to AMD, the software package involves 25 percent more manual test cases and 100 percent more automated test cases compared to AMD Catalyst Omega. Also, the most requested bugs were resolved and they’re using community feedback to quickly apply new fixes. The company hired a dedicated team to reproduce errors which is the first step to providing a more stable experience. Crimson apparently loads ten times faster than its predecessor and includes a new game manager to optimize settings to suit your hardware. It’s possible to set custom resolutions including the refresh rate, which is handy when overclocking your monitor. The clean uninstall utility proactively works to remove any remaining elements of a previous installation such as registry entries, audio files and much more. Honestly, this is such a revolutionary move forward and AMD deserves credit for tackling their weakest elements head on. If you’d like to learn more about Crimson’s functionality, please visit this page.
However, it’s far from perfect and some users initially experienced worse performance with this update. Of course, there’s going to be teething problems whenever a new release occurs but it’s essential for AMD to do everything they can to forge a new reputation about their drivers. Some of you might remember, the furore surrounding the Crimson fan bug which limited the GPU’s fans to 20 percent. Some users even reported that this caused their GPU to overheat and fail. Thankfully, AMD released a fix for this issue but it shouldn’t have occurred in the first place. Once again, it’s hurting their reputation and ability to move on from old preconceptions.
In recent times, NVIDIA drivers have been the source of some negative publicity. More specifically, users were advised to ignore the 364.47 WHQL driver and instructed to download the 364.51 beta instead. One user said:
“Driver crashed my windows and going into safe mode I was not able to uninstall and rolling back windows would not work either. I ended up wiping my system to a fresh install of windows. Not very happy here.”
NVIDIA’s Sean Pelletier released a statement at the time which reads:
“An installation issue was found within the 364.47 WHQL driver we posted Monday. That issue was resolved with a new driver (364.51) launched Tuesday. Since we were not able to get WHQL-certification right away, we posted the driver as a Beta.
GeForce Experience has an option to either show WHQL-only drivers or to show all drivers (including Beta). Since 364.51 is currently a Beta, gamers who have GeForce Experience configured to only show WHQL Game Ready drivers will not currently see 364.51
We are expecting the WHQL-certified package for the 364.51 Game Ready driver within the next 24hrs and will replace the Beta version with the WHQL version accordingly. As expected, the WHQL-certified version of 364.51 will show up for all gamers with GeForce Experience.”
As you can see, NVIDIA isn’t immune to driver delivery issues and this was a fairly embarrassing situation. Despite this, it didn’t appear to have a serious effect on people’s confidence in the company or make them re-consider their views of AMD. While there are some disgruntled NVIDIA customers, they’re fairly loyal and distrustful of AMD’s ability to offer better drivers. The GeForce Experience software contains a wide range of fantastic inclusions such as ShadowPlay, GameStream, Game Optimization and more. After a driver update, the software can feel a bit unresponsive and takes some time to close. Furthermore, some people dislike the notion of GameReady drivers being locked in the GeForce Experience Software. If a report from PC World is correct, consumers might have to supply an e-mail address just to update their drivers through the application.
Before coming to a conclusion, I want to reiterate that my allegiances don’t lie with either company and the intention was to create a balanced viewpoint. I believe AMD’s previous failures are impacting on the company’s current product range and it’s extremely difficult to shift people’s perceptions about the company’s drivers. While Crimson is much better than CCC, it’s been the main cause of a horrendous fan bug resulting in a PR disaster for AMD.
On balance, it’s clear AMD’s decision to separate the Radeon group and CPU line was the right thing to do. Also, with Polaris around the corner and more games utilizing DirectX 12, AMD could improve their market share by an exponential amount. Although, from my experience, many users are prepared to deal with slightly worse performance just to invest in an NVIDIA product. Therefore, AMD has to encourage long-term NVIDIA fans to switch with reliable driver updates on a consistent basis. AMD products are not lacking in features or power, it’s all about drivers! NVIDIA will always counteract AMD releases with products exhibiting similar performance numbers. In my personal opinion, AMD drivers are now on par with NVIDIA and it’s a shame that they appear to be receiving unwarranted criticism. Don’t get me wrong, the fan bug is simply inexcusable and going to haunt AMD for some time. I predict that despite the company’s best efforts, the stereotypical view of AMD drivers will not subside. This is a crying shame because they are trying to improve things and release updates on a significantly lower budget than their rivals.
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