Nvidia, a leading company in graphics cards, recently unveiled new Nvidia-designed Arm desktops aimed at the AI industry and individuals, showcasing a shift in focus. While it's not uncommon for companies to diversify beyond their core products, this move has left some PC gamers feeling neglected. The introduction of AI-centric desktops raises concerns about the availability of Nvidia's traditional gaming GPUs. This shift in focus may create opportunities for competitors like AMD and Intel to capitalize on the gaming market. Ultimately, Nvidia's strategic decision to prioritize AI products over gaming GPUs may impact its relationship with the gaming community.
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Far be it from me to tell what to do. But Nvidia, you do realize that your whole schtick is graphics cards, right? You know, GeForce, those chunky go-fast gadgets you’ve been selling for 25 years or so, to let people play video games? Because based on some recent news, they don’t seem to be the company’s biggest focus.
New Nvidia-designed Arm desktops are now in focus. After a couple of months of graphics card launches, Nvidia CEO Jensen Huang took to the stage at the company’s self-branded GPU Technology Conference. The event was rebranded as an “AI conference,” with AI computing taking the lion’s share of the two-hour keynote talk.
Nvidia fawned over new Nvidia-branded desktop computers it’ll be selling directly to the AI industry and individuals. The desktops are based on the new Grace Blackwell AI-focused GPUs, previously available only in datacenter hardware. The specs for the larger DGX Station aren’t available yet, but the Blackwell GPU in the smaller Spark will be paired to Nvidia.
Despite being loaded with up to 128GB of memory and 4TB of storage, this thing isn’t going to make a good fit as a conventional desktop — and at a $3000 pre-order price, it wouldn’t find many buyers anyway. Nvidia is positioning both the DGX Spark and DGX Station as all-in-one solutions for running local AI models, along with a token mention of “researchers, data scientists, robotics developers, and students.”
Didn’t Nvidia use to sell graphics cards? While it’s not illegal for Nvidia to branch out into other markets, as a PC gamer and advocate for other gamers, I can’t help but feel a little betrayed. While retailers, AIB partners, and scalpers are struggling with supply issues, Nvidia is preparing entirely new product lines for the AI industry.
This shift in focus can alienate PC gamers, creating an opportunity for competitors like AMD and Intel. Recent sales data indicates that AMD is clawing back some market share, especially in certain regions. Intel is also making a play for the budget space with its offerings.
Announcing new AI PCs isn’t necessarily at the expense of Nvidia's ability to deliver gaming GPUs. But it isn’t happening in a vacuum either. Nvidia failing to deliver gaming GPUs could push consumers towards considering alternatives.
It’s not as if Nvidia even needs a desktop GPU monopoly anymore. And if the AI bubble bursts, and the company is no longer flush with cash, a little ego bruising might be good for it when it decides to refocus on selling graphics cards to PC gamers.
Michael is a 10-year veteran of technology journalism, covering everything from Apple to ZTE. On PCWorld he's the resident keyboard nut, always using a new one for a review and building a new mechanical board or expanding his desktop "battlestation" in his off hours. Michael's previous bylines include Android Police, Digital Trends, Wired, Lifehacker, and How-To Geek, and he's covered events like CES and Mobile World Congress live. Michael lives in Pennsylvania where he's always looking forward to his next kayaking trip.
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