Intel Iris & Iri Haswell GT3/GT3e Gets a Brand

We’ve known for a while that Intel’s Haswell processor would continue to drive GPU performance in a significant way. With Haswell, Intel will offer a higher end graphics configuration with more execution resources than before (GT3) as well as an even higher end offering that pairs this GPU with 128MB of embedded DRAM on the CPU package (GT3e). Intel’s performance target for the highest end configuration (GT3e) is designed to go up against NVIDIA’s GeForce GT 650M, a performance target it will hit and miss depending on the benchmark.

Regardless of whether or not it wins every benchmark against the GT 650M, the fact that an Intel made GPU can be talked about in the same sentence as a performance mainstream part from NVIDIA is a big step forward. Under no circumstances could Intel compete with NVIDIA on performance and still do so under the Intel HD Graphics brand. Haswell is the beginning of a new era for Intel. The company is no longer a CPU company forced into graphics, but with Haswell Intel begins its life as a GPU company as well. As a GPU company, Intel needs a strong GPU brand. AMD has Radeon, NVIDIA has GeForce, and now Intel has Iris.

The brand is a nod to a long forgotten history of 3D graphics, as well as an obvious reference to the fact that GPUs are used for very visual purposes. Before OpenGL was well, open, it was a project known as IrisGL.

Intel is doing the right thing with Iris and only using it to refer to its absolute best graphics options.

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Intel Iris & Iris Pro Graphics: Haswell GT3/GT3e Gets a Brand