One of the biggest issues with the AMD-ATi buy out was the lack of cohesion between AMD and previously ATi staff due to differences in social and office culture. The Fusion project took way longer than it should've, and steadily dropping market share in CPUs and GPUs shows that AMD has taken too many steps in the wrong direction.
AMD's graphics division was mostly doing fine the past 9 years, with some great products like the 4, 5, and 7000 series. However, AMD's CPU division is dragging the graphics division down with it thanks to Derp-dozer, and AMD's ineptness to market products. There is also the problem with consumer demand, as graphics card sales have fallen quite a bit, likely much due in part to the fact that the consoles are not bleeding edge compared to what was available on PC at the time of their launch. No one with a high end graphics card from the past couple years needs to upgrade, since most games are multiplatform titles built with console limitations in mind and even three year old GPUs like the 7900s poop all over the PS4 and Xbone in terms of performance (they are GCN based after all). The visual edge of the consoles might get better, but anyone with a Radeon 7970, R9 290, R9 380/390, R9 Fury GTX 780, GTX 980, etc already is set for the entire generation unless they want to move to 4K/60 FPS.
What AMD does need to focus more on is reducing the price for performance, especially in the entry and medium end gaming GPU categories where the main force of sales really is. Having the trophy card is a nice thing to rave about but in the end, AMD needs to cater to consumers in a logical manner. A 2000 SP GPU at 14 nm, with HBM could make a big splash at the right price for the $200 market, and something like a Pitcairn @ 14nm with HBM would be great for the $100-150 market.
The dropping prices in 4K displays is likely to move high end graphics processors, but the high end GPUs need to be executed a manner that makes them affordable, efficient, and a good upgrade for their price. The top end model has no real business being more than $500, and I miss the days when you could get the "cut down" version of the top dog GPU at $300.
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