AMD has launched a new division which aims allow companies to design their own processors for specific applications using the basis of AMD's existing APU technology, while incorporating the company's own intellectual property. This has already been applied in the upcoming Playstation 4, which utilises a heavily modified APU based on the Jaguar core, but until now, there has not been a dedicated division for custom chips. It is hoped that the advent of this new division will help generate the profit that AMD so greatly needs.
One example of the application of this new initiative would be use in Smart TVs, where the APU could contain hardware-accelerated decoders for specific video file types. Interestingly, the new division could enable AMD to incorporate ARM cores into its existing APUs, which may eventually open doors for AMD to enter the ARM SoC market. This could then lead to more powerful graphical rendering capabilities on smaller ARM-based devices such as smartphones and tablets.