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AMD will shift focus to performance instead of affordability

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It's no secret that AMD has had a tough time over the last few years. While the company managed to post a profit at the start of 2014—largely thanks to its chips being used in the PlayStation 4 and Xbox One—more often than not its reliance on a declining PC market has seen its profits plunge and turn into losses since the Athlon 64 glory days. Millions (if not billions) of dollars of losses were common throughout the 2000s. $61 million was lost in 2001, followed by $1.3 billion in 2002, $274 million in 2003, and an astonishing $3.3 billion in 2007.

As Ars noted in its look at the rise and subsequent fall of the company, poor management decisions, including the building of costly fabrication facilities (which were subsequently spun off as GlobalFoundries in 2009), a difficult merger with ATI, and flawed chip designs that fail to match rival Intel on performance all contributed to the company's poor financial results over the years. A stream of CEOs, each with drastically different takes on how to run the company, certainly hasn't helped either.

In recent years, AMD has been largely known as the budget chip company, the "value for money" choice when you can't stretch to an Intel i5 or i7. Even with GPUs, an area where the company has produced some excellent Nvidia-beating products over the years, AMD has recently had to compete on price rather than performance because of a rapidly ageing line-up.

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