Machiavellian said:
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Actually the benifit is not that great. Its actually the mobil scene which is way bigger than chasing the console market. This is the area that Nvidia is putting all of their bandwidth because tablets and smartphones pretty much blow away the install base between a console and PC. Look at it this way, it took SOny and MS over 7 years combined to reach over 140 million units while that could be reach within a month if you combine phones and tablets.
No big advantage will be gained on the PC because developers program to an API not a GPU. The fact remains that AMD has to show an actual profit from selling to the console makers and I am sure if there was any real profit to be gained, Nvidia would be there. The fact is, AMD will be fighting with the console makers tooth and nail to make a profit while the console makers will be shopping their designs to the lowest bidder
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About economies of scale, I was meaning HW design and production ones, as PS4 and XB720 APUs are basically standard AMD APUs with some proprietary Sony or MS bits added, then there is the additional benefit of helping launching the new Jaguar lightweight cores.
About SW, consoles provide, unlike PC, large uniform HW power user bases, this is what I mean about those two APUs becoming a widespread reference platform, more for average games HW requirements, not about providing significant programming advantages, but about giving PC users more uniform average requirements: this won't change power gamers' habits, but can reassure more mainstream and casual ones, they'll be able to buy those APUs knowing that with 2-4 more GB RAM and a few hundreds MHz more clock they'll give them on a PC the same performances they'd have on 8th gen consoles.
About console producers shopping components to lowest bidder, phones producers do it too.
About sales volumes: but components for phones are sold at a fraction of the price of PC and consoles ones. Moreover, console components are the same, possibly shrunk during their life, for 5 or more years, while smartphone components become obsolete at very fast rate, just like PC ones.
Finally, NVidia situation is different from AMD one: on GPUs AMD and NVidia compete quite on even ground, but on CPUs AMD is often breathlessly chasing Intel, so a stable HW platform with longer shelf life will give it some rest that NVidia instead, not having to compete with a giant like Intel on a difficult market like PC CPUs, doesn't need.
So NVidia can be right, PS4 isn't probably worth the cost for it, but the same doesn't apply to AMD.