The HD 7700, 7800 and 7900 discrete GPUs have all been released using AMD’s 28nm process technology.
The three individual chips have codenames relating to London landmarks, Chelsea, Heathrow and Wimbledon. This is classier than TechEye’s proposed choices of Willesden, Neasden and Archway roundabout.
While the higher-end 7900 and 7800 chips are aimed at providing high end graphics, the 7700 is perhaps more intriguing in that it is aimed at lower power consumption.
Intel may aim to wow consumers and business users with the Ultrabook range, but AMD could offer an advantage in graphics.
While Intel has integrated graphics it is not traditionally renowned for high graphics performance, despite claims to have improved this with Ivy Bridge.
When shelling out for a pricey thin laptop, strong graphics performance could well be on many consumer's lists.
With an eye on keeping power usage to a minimum AMD has introduced its Enduro technology for switching to integrated graphics when necessary to keep battery power alive.
The chips will ship with DirectX 11.1 support, AMD App Acceleration features, and up to 2GB GDDR5 memory.