These are interesting times for CPU makers. Gone are the days where a few hours’ laptop battery life was considered efficient and where the only computers people had in their homes were noisy, hot desktop PCs.
Now, the pre-built desktop PC is all but a dead man walking: in 2013 the market collapsed with desktop sales falling 9.8 percent globally. In emerging markets the story was even worse: a fall of 11.3 percent as users sought smaller, cheaper, less-power hungry devices.
In 2014 there was a bit of a boost as businesses replaced PCs when support for Windows XP ended, but in 2015 shipments again fell. An increase in Windows tablets and hybrids - 2-in-1 laptop / tablets - meant that in 2016 overall sales were only in moderate decline.
The result of all this has been upheaval for the silicone industry’s main players. Less than a decade ago, Intel and AMD had the world at their feet. Intel’s distinctive audio logo rang out wherever laptops were sold and AMD’s future was bright thanks to its 2006 acquisition of graphics powerhouse ATI. These chip giants haven't quite kept up with the times, though.
The tech landscape is fast changing and Intel and AMD's apparent slowness to switch focus to mobile computing has allowed other chip manufacturers – most notably ARM but also the likes of VIA and Qualcomm – to dominate this huge new market.
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