SAN FRANCISCO — Advanced Micro Devices Inc. on Monday unveiled its most expensive consumer processor, a $1,031 chip for video game enthusiasts that highlights AMD's new plan to market itself as a technology leader, not a cheap alternative to rival Intel Corp.
The chip, called the Athlon 64 FX-57, costs more than what many people pay for an entire personal computer. Gamers, looking for ever more detailed graphics and speed, tend to spend freely on the cutting-edge technology.
"These customers are our most loyal," said Jonathan Seckler, product manager for the Athlon 64 line. "They will pay the price of our best product, and we're raising our prices."
The chip also puts AMD, which has traditionally played the part of lower-price rival to Intel, in an unusual competitive position, because the chip is more expensive than Intel's $999 Extreme Edition gaming processor.
