AMD has unveiled its second-generation A-Series Accelerated Processing Units (APUs) codenamed "Trinity".
These are aimed at ultra portable notebooks and all-in-one computers, although traditional laptops and desktops will also employ Trinity.
AMD claims the new APU offers "best in class" performance alongside new heights of efficiency, with the chips boasting double the performance per Watt in comparison to the firm's previous generation.
AMD reckons that Trinity delivers an increase of almost a third in terms of CPU performance, with the Piledriver core utilising third-generation turbo core technology, which shifts power between the CPU and GPU intelligently depending on demands. It's capable of turbo-boosting CPU frequencies up to 3.2GHz.
The Radeon HD 7000 integrated graphics represents an even bigger performance jump over AMD's previous generation, with no less than a 56 per cent boost in 3D Mark Vantage performance recorded.
Furthermore, when it comes to notebook computing, AMD says that its new solution provides power management benefits which will allow batteries to last for up to 12 hours. Impressive indeed.
Chris Cloran, corporate vice president and General Manager, AMD Client Business Unit, commented: "The latest OEM notebooks, ultrathins, All-in-Ones and desktops based on the new AMD A-Series APU enable the best video and gaming experiences, highly responsive performance with AMD Turbo CORE, and accelerates an ever-increasing range of productivity and multimedia applications - in sleek, stylish designs at price points that make sense."
The chipset also benefits from the AMD HD Media Accelerator, which is a range of new technologies designed to enhance video playback, and make it smoother (particularly in the case of streaming media).
All of which sounds very impressive, but challenging Ivy Bridge will be a tall order given the lead Intel has in the PC market.
Five models of APU have been introduced, three for mainstream notebooks and two for ultra-thins, with base clock speeds running from 1.9GHz to 2.7GHz, and turbo speeds up to 3.2GHz.
Acer, Asus, HP, Lenovo, Samsung, Sony and Toshiba are already on board to produce Trinity powered machines.