Since NVIDIA introduced the new Kepler architecture for the 28-nm manufacturing process in early 2012, it dominated the market until Maxwell took over in September 2014. As a milestone in desktop graphics cards, Kepler was the first to bring high performance with relatively low power consumption. It had a lifespan of nearly three years and marked a major shift in the industry. Not only did it deliver impressive gaming performance, but it also changed the perception of high heat output from previous 40nm GPUs. Players could now enjoy powerful performance without excessive energy use, which was a significant advancement in GPU technology.
The Kepler architecture was supported by several key chips, including GK110, GK104, GK106, and GK107. These chips were used across a wide range of products, from entry-level to high-end GPUs. For example, GK107 was primarily used in mobile and budget desktops, while GK104 targeted mid-to-high-end models. GK110, on the other hand, powered flagship products like the GTX 780 and Titan series. This variety ensured that the Kepler architecture could support a broad market segment effectively.
However, not all GPUs used the full potential of these chips. NVIDIA often implemented "chip deletion" strategies—removing certain features or capabilities to create different product tiers. This approach allowed them to differentiate between models and maintain a diverse product lineup. While some may see this as a cost-cutting measure, it’s actually a smart business strategy that helps manage production costs and cater to various consumer needs.
Chip deletions can be categorized into two types: front-end and back-end. Front-end cuts typically involve reducing the number of stream processors or texture units, which directly affects overall performance. Back-end cuts, on the other hand, focus on memory bandwidth and ROPs (raster operations), impacting anti-aliasing and high-resolution rendering. These changes help manufacturers create distinct product lines without duplicating hardware, ensuring each model has its own unique value proposition.
One of the most notable examples of this strategy is the GeForce GTX 660 Ti. Compared to the GTX 670, it had a reduced memory bus width (from 256-bit to 192-bit) and fewer ROPs (from 32 to 24). Despite having the same number of stream processors, its performance lagged in high-resolution games due to these limitations. This highlights how back-end reductions can significantly affect real-world performance, even if the core specs remain similar.
NVIDIA's ability to re-use and modify the same chip across multiple products is a key factor in their success. The GK104, for instance, was used in both the GTX 680 and the GTX 770, and later adapted for mobile devices. Its flexibility made it a cornerstone of the Kepler lineup and helped NVIDIA maintain strong market presence across different segments.
In summary, chip deletion isn't just about cutting features—it's a strategic move that allows manufacturers to optimize costs, enhance product diversity, and meet the needs of different user groups. Understanding how these deletions work can help consumers make more informed decisions when choosing a graphics card.
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