DigiTimes writes plans from leading laptop makers to roll out more low-cost models with integrated graphics in Q4 2014 will hurt demand for video cards from AMD and NVIDIA. The site says HP, Dell, Lenovo, ASUS, Acer and Toshiba will all aggressively market 10" to 15" laptops with prices from $199 to $399 in effort to attract consumer demand.
Seeing the trend, AMD and Nvidia are turning to focus on the mid-range and high-end notebook segments. Since Nvidia has a larger portion of market share in the notebook GPU market compared to AMD, Nvidia is expected to be the one hurt the most.
In the second quarter of 2014, global discrete graphics card shipments were 11.5 million units, down 17.5% sequentially mainly due to competition from CPUs with integrated GPUs as these products are also enjoying demand from non-entry-level segments, according to Jon Peddie Research's (JPR) latest figures.
DigiTimes also notes that AMD's Radeon R9 390X won't arrive until the first half of 2015.