https://www.techradar.com/news/amd-reckons-it-can-win-the-high-end-gpu-battle-and-dethrone-nvidia-just-like-it-did-with-intel
 
AMD is aiming to disrupt 4K gaming, and build a Radeon GPU line-up to take on Nvidia in a similar way to how the firm has ramped up Ryzen processors to beat out Intel (at least in desktop CPUs).
That’s the scoop according to AMD’s Mithun Chandrasekhar, who is head of product management at Radeon Graphics, as reported by PC GamesN.
At a briefing for the freshly launched RX 5600 XT, Chandrasekhar observed that AMD was currently tackling the mainstream market, but would move to assault the high-end GPU arena with the much-rumored Big Navi graphics card soon enough.

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Chandrasekhar said: “With the Radeon 5000-series we are essentially covering 90-something-percent of the total PC gamers today. And so that’s the reason why no 4K right now, it’s because the vast majority of them are at 1440p and 1080p.
 
“That doesn’t mean a 4K-capable GPU isn’t coming, it is coming, but for here and now we want to focus on the vast majority of gamers.”
He then added: “Similar to Ryzen, all of us need a thriving Radeon GPU ecosystem. So, are we going after 4K, and going to similarly disrupt 4K? Absolutely, you can count on that. But that’s all I can say right now.”
 
So while timing is obviously important with any Big Navi launch in that respect, the bigger factor is pricing. Where will AMD pitch the asking price, and is this the area in which it will engage in its disruption: by making solid 4K gaming a (relatively) palatable value proposition on the PC?
 
Who knows, but we can keep our fingers crossed on that one, and that Nvidia will be forced to be more competitive on pricing at the high-end as a result.
 
I totally agree with the last sentence. Competitive pricing would be welcome from NVIDIA if AMD can compete at the high end graphics market. 

transdogmifier
I wouldn't buy an AMD GPU if you gave me the money to do it.
 
So ..this won't happen ...in my backyard anyway.
 

I wouldn't buy Nvidia either. 😼
Overpriced deceiving piece of hardware😼

Looking forward to what AMD can also bring to the GPU market.

Click bait title; nothing in the Chandrasekhar quote says anything about nVidia, let alone their market dominance.  He basically said, 'yeah were focused on this and that and have plans', what company wouldn't say that?  Make a mountain out of a molehill, just an excuse to get angry at AMD when they aren't promising our hopes.

Im the best of what i do😼

Looking forward to the increased performance being driven by the current "chip wars"
 
We need to see 3rd part reviews of random production product .... and then see where the chips fall

rjohnson11
If AMD can bring a high end great performing GPU to market sometime in 2020 this might cause NVIDIA to lower pricing. If that occurs then everyone wins. 

that would be nice

Lets hope so, buying from team green is boring.

I smell another poor Volta underwhelming release.

But I'll keep my fingers crossed they can take the crown. Even if that's just long enough for Nvidia to steal their thunder with ampere.

Though if Nvidia does what they did with Turing amd might have a chance to beat their top end just in fps before ray tracing is considered. That's where I am I want fps in my current and new games that don't support ray tracing. Id rather have more raw power than 50% of a die dedicated to something that game quantity wise still solidly qualifies as a gimmick.

z999z3mystorys
AMD saying we'll do it eventually doesn't seem like it's really saying much.

😯 we shall see. They messed up big time. You can see the future?🤔