AMD does not plan to compete with NVIDIA in the market of top-end graphics cards, but instead will focus on accessibility for users. This was stated in an interview with Tom’s Hardware by the company’s senior vice president Jack Huynh.

AMD’s plans for the upcoming Radeon RX 8000 series of high-end GPUs have been called into question by several leaks claiming that AMD has canceled the production of its top-of-the-line RX 8000 cards. However, the company has not officially commented on this issue before.

AMD gave up the fight for leadership in the desktop GPU market back in 2019 when it first released its RDNA 1 cards aimed at the mass market. In the following generations, the company returned to the fight for performance leadership with its main competitor. But today, NVIDIA is the market leader in discrete gaming GPUs, leading in performance and holding 88% of the market, while AMD has only 12% of the market.

“So, my number one priority right now is to build scale, to get us to 40 to 50 percent of the market faster. Do I want to go after 10% of the TAM [Total Addressable Market] or 80%? I’m an 80% kind of guy because I don’t want AMD to be the company that only people who can afford Porsches and Ferraris can buy. We want to build gaming systems for millions of users,” says Huynh.

Answering the question whether AMD is going to enter the flagship market at all, Jack Huynh did not say anything specific, but promised that the company would definitely return to this segment over time.

If AMD’s new cards can deliver excellent mid-range performance for significantly less money than NVIDIA’s offerings, it will likely attract more gamers. But at the same time, it will again be left without a major competitor in the market, which could lead to higher prices for top-end graphics cards.