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Tom’s Hardware
Tom’s Hardware
Technology
Jake Roach

AMD CEO downplays PC memory crunch, saying 'our focus areas are enterprise' — company wants to focus on growing 'higher-end of the market'

AMD Memory Dr Lisa Su Lisa Su Nvidia Radeon Tom Hardware
Lisa Su, chair and chief executive officer of Advanced Micro Devices Inc. (AMD), speaks during an AMD news conference ahead of the annual Consumer Electronics Show in Las Vegas, Nevada, on January 5, 2026. (Photo by Caroline Brehman / AFP).

AMD's CEO Dr. Lisa Su expects AMD to continuing growing its PC business in 2026, despite a crunch of component pricing that the company believes will shrink the PC market overall. In a response on memory pricing in the client segment, Su said, "Our focus areas are enterprise... and just continuing to grow at the premium, you know, higher-end of the market."

Memory prices (and more recently SSD prices) have presented a significant hurdle for building a new PC, and despite prices starting to level-off, there's no sign of prices dropping any time soon. Given these pressures, AMD says it expects the PC market to shrink overall in 2026.

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