Their K7 cpu's (athlon, (pentium 3 killer), duron (celeron killer), athlon XP (p4 killer, 'cept for the 3200+), and athlon MP (xeon killer)) and their new chips, the K8 cpu's (the superfast AMD Athlon FX (P4 HT emergency edition killer), athlon64 (was more lethal to the p4 than the athlon XP), and opteron (itanium killer))
the reason that these chips can smoke equivalently-clocked p4's is becuase of the chip's very efficient architecture. the athlonxp uses a pipeline only about half as deep as the p4, making it more efficient because instructions do not take as long to be processed. K8 chips have a slightly deeper pipeline than the K7's.
"p4's are overpriced... imma grab an athlonxp... same performance if not better for half the price"
Creators of the lines of Duron and Athlon processors. Designed with IPC in mind, substituting clockspeed for performance. In lateral terms, the ratio beween clock speed and performance is rather amazing on an Athlon CPU.
- AMD is also known to make flash memory products.