AAEON, a leading provider of industrial PC solutions, has introduced two new models to its comprehensive Fanless Embedded Box PC portfolio: the BOXER-6645U-RPL and the BOXER-6406U-ADN. The concurrent launch of these two products underscores AAEON's dedication to delivering high-quality industrial computing systems that cater to diverse application requirements, while leveraging the full spectrum of Intel processing technology.

The BOXER-6645U-RPL is a high-performance embedded PC with cross-generation CPU compatibility, as indicated by its support for 12th, 13th, and 14th Generation Intel Core socket-type processors, up to 65 W. Consequently, AAEON anticipates that the BOXER-6645U-RPL will serve as an optimal solution for customers seeking robust and easily deployable hardware capable of managing highly demanding workloads.

Bethesda has officially announced that Indiana Jones and the Great Circle game will be launching on PC, Xbox Series X/S, and Game Pass on December 9th. In addition, we got to take a look at the whole new trailer. In addition, Bethesda has announced that Indiana Jones and the Great Circle will feature NVIDIA DLSS 3.5 with Ray Reconstruction support, promising some impressive visuals as well as performance, at least on Nvidia GeForce RTX GPUs.

As announced, Bethesda is bringing "a new level of cinematic immersion in Indiana Jones and the Great Circle on PC thanks to full ray tracing, which can be accelerated and further enhanced by NVIDIA DLSS 3.5 with Ray Reconstruction. From the hallowed halls of the Vatican and the sunken temples of Sukhothai to the pyramids of Egypt and the snowy peaks of the Himalayas, you'll experience Indy's adventure at peak performance and image quality on GeForce RTX 40 Series GPUs."

Funcom are thrilled to announce that Dune: Awakening, the Open World Survival MMO, will release in early 2025, with the console release planned for a later date. Premiered at Gamescom Opening Night Live, fans were treated to a 5-minute Exclusive Gameplay Reveal, which shows, for the first time, a player's rise from scavenging and survival to mobilizing an entire guild in the hunt for spice. See the new gameplay in action now.

Set on the most dangerous planet in the universe Dune: Awakening will challenge players to…

• SURVIVE the scorching desert and colossal sandworms by learning the ways of the Fremen.
• EXPAND your influence through combat, spice flow, building and upgrading bases, crafting vehicles, and trade. Develop your character by walking the path of the Mentat, Trooper, Planetologist, Swordmaster or Bene Gesserit.
• CONTROL the spice and cling to power as guild intrigue and warfare rage. Join a guild and align with House Harkonnen or Atreides, and clash for the precious spice in dynamic guild versus guild battles involving a range of vehicles, tech, and specialized combatants.

CRKD, the premium collectible gaming brand behind the award-winning Nitro Deck, NEO S and Nitro Deck+ collectible controllers, announced today the small, yet mighty ATOM Collectible Keychain Controller. Impossibly small, yet fully functional and packed with features ATOM is the ideal travel companion for any gamer on the go, ready to play in an instant across a wide variety of gaming platforms.

Adorable, loveable, fashionable, powerful and highly collectible, ATOM features a wrist strap allowing for secure play when on the move, but also allowing the controller to be attached to keychains, lanyards, backpacks and more. Where it goes and how it attaches is up to you, but however and wherever you play, ATOM is always ready to go!

Simply NUC, a global leader in customized PC solutions, in collaboration with Intel, proudly announces the Intel AI PC Development Kit. This advanced kit is equipped with the powerful Core Ultra 7 (155H), 32 GB RAM, 512 GB storage, and Windows 11 Pro, making it ideal for developers and researchers focused on AI innovation. The configured PC features Intel Iris Xe graphics and the OpenVINO toolkit, enabling optimized AI performance for deep learning and computer vision tasks.

The Intel AI PC Development Kit is tailored for software developers, data scientists, and educators focused on AI and machine learning projects. With robust processing capabilities, users can efficiently create, test, and deploy AI models. Additionally, as part of the Intel AI Developer Program, users gain access to valuable resources such as tutorials, webinars, and community support. Program participants can also enjoy a $500 discount on the kit, making it an affordable and comprehensive solution for AI innovation.

Premium gaming accessories designer NACON is pleased to announce the Revolution X Unlimited, a new wireless controller officially licensed for Xbox. After the success of the Revolution 5 Pro and Revolution X, NACON returns with a new premium peripheral. The Revolution X Unlimited wireless controller is for all Xbox and PC players seeking to raise their game.

"NACON's R&D team has put in an enormous amount of work to design a controller that will meet the expectations of the most demanding gamers," said Yannick Allaert, Head of Accessories Division at NACON. "We're very proud to have created an official controller that combines the best of our expertise. The Revolution X Unlimited pushes innovation even further. It is a controller with a unique design and incredible performance."

According to a recent report from Globes, Arm, the chip design giant and maker of the Arm ISA, is reportedly developing a new discrete GPU at its Ra'anana development center in Israel. This development signals Arm's intention to compete directly with industry leaders like Intel, AMD, and NVIDIA in the massive discrete GPU market. Sources close to the matter reveal that Arm has assembled a team of approximately 100 skilled chip and software development engineers at its Israeli facility. The team is focused on creating GPUs primarily aimed at the video game market. However, industry insiders speculate that this technology could potentially be adapted for AI processing in the future, mirroring the trajectory of NVIDIA, which slowly integrated AI hardware accelerators into its lineup.

The Israeli development center is playing a crucial role in this initiative. The hardware teams are overseeing the development of key components for these GPUs, including the flagship Immortalis and Mali GPU. Meanwhile, the software teams are creating interfaces for external graphics engine developers, working with both established game developers and startups. Arm is already entering the PC market through its partners like Qualcomm with Snapdragon X chips. However, these chips run an integrated GPU, and Arm wants to provide discrete GPUs and compete there. While details are still scarce, Arm could make GPUs to accompany Arm-based Copilot+ PCs and some desktop builds. The final execution plan still needs to be discovered, and we are still waiting to see which stage Arm's discrete GPU project is in.

Cooler Master, a leading provider of PC components, gaming peripherals, and tech lifestyle solutions, today announced its collaboration with AMD to integrate their recently announced AMD's Ryzen 9000 Series, into a select range of Cooler Master PC Systems. Cooler Master is leveraging AMD's cutting-edge technology to deliver unparalleled performance in their latest products, including the Sneaker X, Ncore 1 Pro, and MasterBox 6 Pro. The collaboration underscores Cooler Master's commitment to pushing the boundaries of what's possible in gaming and professional computing.

The inclusion of AMD's CPUs within Cooler Master products will not only elevate gaming and professional experiences but also highlight the symbiotic relationship between powerful processing and efficient cooling. This is a testament to Cooler Master's relentless pursuit of excellence in thermal management, ensuring that each system operates at peak efficiency.

According to The Verge, Valve confirmed its intention to extend support for its Linux-based SteamOS to rival gaming handhelds, including the ASUS ROG Ally. This move marks a significant step towards realizing Valve's decade-old vision of a widespread "Steam Machine" ecosystem. Lawrence Yang, a designer at Valve, confirmed to The Verge that the company is actively working on adding support for additional handhelds to SteamOS. This revelation came after eagle-eyed observers spotted a curious line in Valve's latest SteamOS 3.6.9 Beta release notes mentioning the addition of "support for extra ROG Ally keys." While the development is still in progress, Yang emphasized that SteamOS isn't quite ready for out-of-the-box use on rival devices. However, he assured that the team is making "steady progress" towards this goal.

This initiative doesn't necessarily mean that manufacturers like ASUS will officially endorse Valve's installer or ship their devices with SteamOS preinstalled. Many companies, including ASUS, have cited various reasons for sticking with Windows, including Microsoft's dedicated validation teams that ensure compatibility across diverse hardware configurations. Other devices, such as Lenovo Legion Go, AYANEO, and GPD Pocket 4, ship with Windows, but it could be interesting to see with SteamOS. Alongside support for third-party handhelds, Valve is also working on a general release of SteamOS 3 for non-handheld PCs. Finally, Valve hasn't forgotten about its promise to enable dual-booting on Steam Deck devices. While there's no specific timeline, Mr. Yang confirmed that it remains a priority for the company. We remain to see how this will materialize, and with added bells and whistles to SteamOS, the adoption of Linux-based gaming could be pushed even further.

Tachyum today announced the final build of its Prodigy FPGA emulation system in advance of chip production and general availability next year. As part of the announcement, the company is also ending its purchase program for prototype systems that was previously offered to commercial and federal customers.

These last hardware FPGA prototype units will ensure Tachyum hits its extreme-reliability test targets of more than 10 quadrillion cycles prior to tape-out and before the first Prodigy chips hit the market. Tachyum's software emulation system - and access to it - is expanding with additional availability of open-source software ported ahead of Prodigy's upstreaming.

In a recent report by Mercury Research, AMD has shown significant progress in the CPU market during Q2 2024, particularly in the data center and laptop segments. AMD's most notable achievement comes in the server CPU space, where it now holds 24.1% of the market, a 5.6% increase year-over-year, and a 0.5% increase from the previous quarter. This growth is particularly impressive in terms of revenue, with AMD capturing 33.7% of server CPU revenue despite its lower unit share. This suggests that AMD's high-end EPYC processors carry premium prices in the data center market and are most of the unit volume. AMD has also made advancements in the laptop CPU segment, reaching a 20.3% market share. This represents a 1% increase from the previous quarter and a 3.8% rise year-over-year. The company's success in laptops can be attributed to solid demand for its existing products, propelled by Intel's reported supply issues with Meteor Lake processors.

However, AMD experienced a slight setback in the desktop CPU market, losing a 1% share to Intel quarter-over-quarter. AMD now controls 23% of this segment, compared to Intel's 77%. This dip may be due to AMD's preparation for the launch of its new Zen 5-based CPUs in August. Despite AMD's gains, Intel maintains its overall dominance in the CPU market. In the total client PC space, Intel holds a 78.9% market share, with AMD at 21.1%. Intel still holds the majority of revenue and market share on all fronts. However, AMD is executing well, and Intel's financial troubles could be a setback for team blue. More competition at every front is great to see, and we are curious to look at the data from upcoming quarters and analyze how well both of companies perform.

Lossless Scaling, an all-in-one paid gaming utility for scaling and frame generation, is set to introduce an outstanding 4x FPS mode to its Lossless Scaling Frame Generation (LSFG) technology. Officially announced in the Lossless Scaling Discord and showcased by the YouTube user Vyathaen, the upcoming 4x FPS mode is expected to arrive in the upscaler's frame generation option within this week. While YouTube videos may not fully capture the experience and benefit of this improvement, beta testers have reported that the latency remains consistent with the current 2x FPS option, ensuring that most games will remain perfectly playable given a sufficiently high base framerate. For those seeking a more comprehensive demonstration, the Lossless Scaling official Discord server features a Cyberpunk 2077 video that better illustrates the capabilities of the 4x FPS mode.

The journey of Lossless Scaling has been marked by continuous innovation since its initial release. Version 2.1, launched in June, introduced a 3x FPS mode, effectively tripling framerates. Additionally, it brought performance optimizations that enhanced the speed of the 2x FPS mode compared to previous iterations. The update also included refinements for scenarios where the final frame rate surpasses the monitor's refresh rate. The software is universally compatible with all GPUs and PC games, including emulated titles, requiring only windowed mode and Windows 10 1903 or newer. While the LSFG frame generation technology and LS1 upscaler are proprietary, for upscaling, users can choose one of the many underlying options depending on their GPU like AMD FidelityFX Super Resolution, NVIDIA Image Scaling, Integer Scaling, Nearest Neighbor, xBR, Anime4K, Sharp Bilinear, Bicubic CAS. Below, you can check out the YouTube video with 4x frame generation example.

Industry leader AAEON has expanded its RISC computing product portfolio with the release of the SRG-IMX8PL and PICO-IMX8PL, a Mini PC and 2.5" PICO-ITX board, respectively. Both products are powered by the NXP i.MX 8M Plus platform, featuring a quad-core Arm Cortex -A53 processor with a Neural Processing Unit (NPU) operating at up to 2.3 TOPS.

Built to provide cost-efficient IoT Gateway solutions in rugged environments, the SRG-IMX8PL and PICO-IMX8PL both offer wide temperature ranges of -40°C to 80°C with the use of a fanless heatsink, a 9 V to 36 V power input range. The SRG-IMX8PL Mini PC also features enhanced shock, drop, and vibration resistance. Dual LAN ports with IEEE 1588 and TSN capabilities, alongside Wi-Fi and 4G module support via M.2 2230 E-Key and full-size mini card, provide each device with broad connectivity options for industrial IoT use. Additionally, both the PICO-IMX8PL and SRG-IMX8PL support a wide range of operating systems, including Debian 11, Android 13, Windows 10 IoT, and Yocto, as well as data communication protocols such as Modbus, MQTT, and OPC Unified Architecture (OPC UA).

A fleet of recent reports have highlighted stability issues affecting Intel's 13th and 14th-generation desktop processors, raising concerns among consumers and industry professionals. The problem, which has gained significant attention over the past few months, is related to the processors' physical degradation over time. Custom PC builder Puget Systems has shared insights from its experience with these processors, revealing a nuanced perspective on the issue. While it has observed an increase in CPU failures, particularly with the 14th-generation chips, its failure rates remain notably lower than those reported by some game development studios and cloud gaming providers, who have cited failure rates as high as 50%. An interesting observation is that Puget Systems recorded a higher failure rate with AMD Ryzen 5000 and Ryzen 7000 series than Intel's 13/14th generation, with most failures happening at Puget's shop rather than the "field" in customers' hands.

Puget Systems attributes their more modest failure rates of Intel processors to their conservative approach to power management settings. By adhering strictly to Intel's specifications and developing their own power settings that don't hurt performance, they've managed to mitigate some of the stability issues plaguing other users. Intel has acknowledged the problem and announced plans to release a microcode patch by mid-August, with extended warranty program. This update is expected to prevent further degradation but may not reverse existing damage. Despite the elevated failure rates, Puget Systems' data shows that the issue, while concerning, still needs to be at critical levels for their operations. The company reports that failure rates for 13th and 14th gen Intel processors, while higher than ideal, are still lower than those they experienced with Intel's 11th gen chips and some AMD Ryzen processors. In response to the situation, Puget Systems is taking several steps, including maintaining its current power management practices, promptly validating Intel's upcoming microcode update, and extending warranties for affected customers. Below, you can see failure rates by month, by Intel's Core generation, as well as by "shop" vs "field" testing.

Qualcomm CEO Cristiano Amon has announced plans to introduce Snapdragon X-powered PCs at a groundbreaking price point of $700 by next year. This revelation, made during the company's recent third-quarter earnings call, signals a significant shift in the accessibility of high-performance Arm-based computers. Currently, the most affordable Snapdragon X laptops on the market, such as the Microsoft Surface Pro and Surface Laptop, retail for $999. The $700 price tag prospect represents a substantial reduction, potentially opening up the technology to a broader consumer base. The only "affordable" Snapdragon X-based PC is the Snapdragon Dev Kit, with a price point of $899. However, the entire laptop solution is still more expensive. Mr. Amon emphasized that despite the lower cost of the potential $700 units, these upcoming devices will maintain neural processing unit (NPU) performance. This commitment suggests that Qualcomm is confident in its ability to optimize costs without sacrificing the advanced capabilities that have made Snapdragon X chips appealing to power users and developers alike.

While specific details about the hardware configurations remain undisclosed, it is interesting to see what steps Qualcomm will take to deliver on this promise. If the company can provide 8-core chips with 16 GB of RAM to the masses for $700, the industry would likely react very well, especially students who require decent computing capabilities on the go, if the $700 PC ends up being a laptop. The announcement also hinted at an expansion of Qualcomm-powered computers, with new models expected to debut at the upcoming IFA tech conference. These additions will likely bolster the selection of Microsoft Copilot+ PCs, further integrating AI capabilities into everyday computing experiences. The CEO also noted, "We expect PC to be the next biggest driver of diversification for the company," with some Snapdragon X PC already being sold out. The demand appears to be strong, and undercutting competition on pricing is an ideal way to get as many customers on board as possible.

Electronic Arts (NASDAQ: EA) today announced preliminary financial results for its first quarter ended June 30, 2024. "EA delivered a strong start to FY25, beating net bookings guidance as we continue to execute across our business," said Andrew Wilson, CEO of EA. "Our focus on delivering bigger, bolder, and more connected experiences for our players has never been sharper and is illustrated by the record-breaking launch of EA SPORTS College Football 25 as we head into another historic Q2 sports season at EA."

"Strong execution, live events and continued player engagement across our experiences, delivered Q1 results above expectations," said Stuart Canfield, CFO of EA. "Looking ahead, the remarkable success of our launch week for College Football, combined with the upcoming launches for EA SPORTS Madden NFL, EA SPORTS FC and Dragon Age: The Veilguard, is building momentum for FY25 and beyond. We are well positioned to deliver our multi-year financial objectives."

According to sources close to Bloomberg, Intel plans to cut 10,000 jobs from its global workforce. The news comes amid heavy pressure on the semiconductor giant, which has been on a steady decline over the years, while other industry rivals like AMD and NVIDIA have been rising and taking market share in various areas from Intel. It is reported that Intel currently has 110,000 employees globally, and reducing the workforce by 10,000 would net Intel around 100,000 global employees left. These figures exclude employees from spun-out units like Altera FPGA company, which is under Intel's ownership. Intel's aim to reduce its workforce is expected to come with a significant cost benefit to the company, with projected savings of $10 billion by 2025.

The news isn't yet official, but it is expected to see the light of the day as soon as this week. As Intel's CEO Pat Gelsinger invests heavily into the fab construction and development of next-generation products, there have been a few notes that Intel would have to overcome some challenges shortly to reach its long-term goals like more advanced silicon manufacturing facilities and new products for AI/HPC and client sector. One of those short-term measures is reducing the workforce to cut down expenses. Intel has reduced its workforce before. In 2022, the company announced reduced spending in non-critical areas and reducing the workforce, and in 2023, cut the workforce by 5% to 124,800 employees last year, only to be left with 110,000 employees in 2024.

GameSir, a leading provider of innovative, high quality gaming peripherals, is thrilled to unveil its latest masterpiece, the GameSir G8+ Bluetooth Mobile Controller. This cutting-edge wireless controller is designed to provide a console-like gaming experience across multiple platforms, including Switch, iOS, Android, tablets, and PC.

The GameSir G8+ is engineered with ergonomic grips and responsive motors, ensuring the comfort and feedback of a traditional console controller. Gamers can now enjoy a seamless and immersive experience, transforming mobile gaming into an engaging adventure. With console-sized sticks and buttons, the G8+ provides unmatched comfort during extended gameplay, offering unparalleled control for navigating challenging terrains or executing precise shots.

Rambus Inc., a premier chip and silicon IP provider making data faster and safer, today announced the availability of its DDR5 Client Clock Driver (CKD) for next-generation, high-performance desktops and notebooks. The Rambus DDR5 CKD and SPD Hub are part of a new client memory interface chip product offering that brings server technology advancements to the client market. Leveraging over 30 years of memory system expertise, the Rambus DDR5 CKD enables new client DIMMs (CSODIMMs and CUDIMMs) to operate at state-of-the-art data rates of up to 7200 Megatransfers per second (MT/s), and deliver breakthrough performance in next-generation PCs.

"As advanced technologies first developed for the data center proliferate to the client space, increasingly powerful PCs will take gaming, content creation and AI to new levels," said Rami Sethi, SVP and general manager of Memory Interface Chips at Rambus. "This new DDR5 Client Clock Driver is the latest addition to our growing line up of chip solutions that enable breakthrough memory performance across the computing landscape, and bring more value to our customers."

New Zealand-based developer A44 Games and publisher Kepler Interactive today announced that Flintlock: The Siege of Dawn is available now on Xbox Series X|S, PlayStation 5, PC (via Steam and Epic Games Store) and Xbox Game Pass & PC Game Pass.

Flintlock: The Siege of Dawn is a bold new Action-RPG taking place in a beautiful yet perilous world where magic and gunpowder collide. Players will control Nor Vanek, alongside her mystical companion, Enki, and find themselves in a relentless battle against the gods and their menacing Army of the Dead. They must hone their combat skills using an enthralling mix of gunpowder and magic to reclaim the lost City of Dawn as the world around them plunges into chaos. Explore unique locations with Nor's explosive powder-based abilities and Enki's magic, liberate besieged hamlets to restore order to the world and discover and upgrade powerful gear with unique perks and abilities in your path towards vengeance. As the gods seek to rule over everything they call home, Nor must become more than a soldier if she's to save humanity.

Nobody Wants to Die is an innovative experience taking place in futuristic New York City, inspired by neo-noir films, offering a distinctly visual aesthetic and intriguing plot. Playing as Detective James Karra you investigate crime scenes using time manipulation and advanced technology to uncover clues to unmask a killer in an era where death is a thing of the past and explore the dangers of transhumanism.

"Since the beginning, we've wanted to create a visually spectacular narrative driven game." says Critical Hit Games CEO and Lead Game Designer, Grzegorz Goleń. "Our small, passionate and experienced team have used Unreal Engine 5 to create an incredibly realistic environment and world. We can't wait for players to lose themselves in Nobody Wants to Die's sci-fi world."

AMD reportedly plans to incorporate glass substrates into its high-performance system-in-packages (SiPs) sometimes between 2025 and 2026. Glass substrates offer several advantages over traditional organic substrates, including superior flatness, thermal properties, and mechanical strength. These characteristics make them well-suited for advanced SiPs containing multiple chiplets, especially in data center applications where performance and durability are critical. The adoption of glass substrates aligns with the industry's broader trend towards more complex chip designs. As leading-edge process technologies become increasingly expensive and yield gains diminish, manufacturers turn to multi-chiplet designs to improve performance. AMD's current EPYC server processors already incorporate up to 13 chiplets, while its Instinct AI accelerators feature 22 pieces of silicon. A more extreme testament is Intel's Ponte Vecchio, which utilized 63 tiles in a single package.

Glass substrates could enable AMD to create even more complex designs without relying on costly interposers, potentially reducing overall production expenses. This technology could further boost the performance of AI and HPC accelerators, which are a growing market and require constant innovation. The glass substrate market is heating up, with major players like Intel, Samsung, and LG Innotek also investing heavily in this technology. Market projections suggest explosive growth, from $23 million in 2024 to $4.2 billion by 2034. Last year, Intel committed to investing up to 1.3 trillion Won (almost one billion USD) to start applying glass substrates to its processors by 2028. Everything suggests that glass substrates are the future of chip design, and we await to see first high-volume production designs.

Taiwanese semiconductor giant TSMC is reportedly planning to increase its wafer prices by up to 10% in 2025, according to a Morgan Stanley note cited by investor Eric Jhonsa. The move comes as demand for cutting-edge processors in smartphones, PCs, AI accelerators, and HPC continues to surge. Industry insiders reveal that TSMC's state-of-the-art 4 nm and 5 nm nodes, used for AI and HPC customers such as AMD, NVIDIA, and Intel, could see up to 10% price hikes. This increase would push the cost of 4 nm-class wafers from $18,000 to approximately $20,000, representing a significant 25% rise since early 2021 for some clients and an 11% rise from the last price hike. Talks about price hikes with major smartphone manufacturers like Apple have proven challenging, but there are indications that modest price increases are being accepted across the industry. Morgan Stanley analysts project a 4% average selling price increase for 3 nm wafers in 2025, which are currently priced at $20,000 or more per wafer.

Mature nodes like 16 nm are unlikely to see price increases due to sufficient capacity. However, TSMC is signaling potential shortages in leading-edge capacity to encourage customers to secure their allocations. Adding to the industry's challenges, advanced chip-on-wafer-on-substrate (CoWoS) packaging prices are expected to rise by 20% over the next two years, following previous increases in 2022 and 2023. TSMC aims to boost its gross margin to 53-54% by 2025, anticipating that customers will absorb these additional costs. The impact of these price hikes on end-user products remains uncertain. Competing foundries like Intel and Samsung may seize this opportunity to offer more competitive pricing, potentially prompting some chip designers to consider alternative manufacturing options. Additionally, TSMC's customers could reportedly be unable to secure their capacity allocation without "appreciating TSMC's value."

The PC market gathered momentum in Q2 2024, with worldwide shipments of desktops and notebooks up 3.4% year-on-year, reaching 62.8 million units. Shipments of notebooks (including mobile workstations) hit 50 million units, growing 4%. Desktops (including desktop workstations), which constitute 20% of the total PC market, experienced a slight 1% growth, totaling 12.8 million units. The stage is now set for accelerated growth as the refresh cycle driven by the Windows 11 transition and AI PC adoption ramps up over the next four quarters.

"The PC industry is going from strength to strength with a third consecutive quarter of growth," said Ishan Dutt, Principal Analyst at Canalys. "The market turnaround is coinciding with exciting announcements from vendors and chipset manufacturers as their AI PC roadmaps transition from promise to reality. The quarter culminated with the launch of the first Copilot+ PCs powered by Snapdragon processors and more clarity around Apple's AI strategy with the announcement of the Apple Intelligence suite of features for Mac, iPad and iPhone. Beyond these innovations, the market will start to benefit even more from its biggest tailwind - a ramp-up in PC demand driven by the Windows 11 refresh cycle. The vast majority of channel partners surveyed by Canalys in June indicated that Windows 10 end-of-life is likely to impact customer refresh plans most in either the second half of 2024 or the first half of 2025, suggesting that shipment growth will only gather steam in upcoming quarters."

The recent launch of Copilot+ PCs, a collaboration between Microsoft and Qualcomm, has taken an unexpected turn in the market. While these devices were promoted for their artificial intelligence capabilities, a Bloomberg report reveals that consumers are primarily drawn to them for their impressive battery life. The Snapdragon X-powered Copilot+ PCs have made a significant impact, securing 20% of global PC sales during their launch week. However, industry analyst Avi Greengart points out that the extended battery life, not the AI features, is driving these sales. Microsoft introduced three AI-powered features exclusive to these PCs: Cocreator, Windows Studio Effects, and Live Captions with Translation. Despite these innovations, many users find these features non-essential for daily use. The delay of the anticipated Recall feature due to privacy concerns has further dampened enthusiasm for the AI aspects of these devices.

The slow reception of on-device AI capabilities extends beyond consumer preferences to the software industry. Major companies like Adobe, Salesforce, and SentinelOne declined Microsoft's request to optimize their apps for the new hardware, citing resource constraints and the limited market share of AI-capable PCs. Gregor Steward, SentinelOne's VP for AI, suggests it could take years before AI PCs are widespread enough to justify app optimization. Analysts project that by 2028, only 40% of new computers will be AI-capable. Despite these challenges, Qualcomm remains optimistic about the future of AI PCs. While the concept may currently be more on the marketing side, the introduction of Arm-based Windows laptops offers a welcome alternative to the Intel-AMD duopoly. As the technology evolves and adoption increases, on-device AI features may become more prevalent and useful. The imminent arrival of AMD Ryzen AI 300 series and Intel Lunar Lake chips promises to expand the Copilot+ PC space further. For now, however, it appears that superior battery life remains the primary selling point for consumers.