According to AMD's Vice President of Channel Sales, Roy Taylor, NVIDIA's CUDA and PhysX platforms are an utter failure. How does he get to that conclusion? Because the industry doesn't like proprietary standards.
Taylor continued: "NVIDIA should be congratulated for its invention. As a trend, GPGPU is absolutely fantastic and fabulous. But that was then, this is now. Now, collectively our industry doesn't want a proprietary standard. That's why people are migrating to OpenCL." The AMD VP says that Intel will continue adding more GPU to their die.
Taylor said that with Intel's Sandy Bridge platform, 17% of the die was GPU. Ivy Bridge notched that up to 27%, and Haswell sees 32% of its die reserved for GPU silicon. He thinks that Intel will eventually use the term APU, but not for a little while yet. He adds: "We think the reason they're doing that is because of GPGPU. It's not because of games. I think they see that HSA is an absolutely unstoppable force. I just don't know why they don't call [Haswell] an APU... it seems just like pride. If you remember [ATI] tried to join the coin term VPU... 'No, no, no, it's a VPU not a GPU,' they would say. GPU just became widely adopted they just quietly adopted it, and I believe Intel will do the same. Look [Intel] it's an APU, why are you protesting?"
We'll be having a one-on-one with AMD in the near future, where we'll be asking some interesting questions, expecting even more interesting answers.