At the logic level, MacBook, the benchmark for success in mainstream notebooks, is unremarkable - indistinguishable from every PC notebook built on Intel Core 2 and its chipset-integrated graphics.

Why, then, can't anyone with the same parts list emulate Apple's growth in an otherwise stagnant notebook market?

Because Apple painstakingly hand-optimised its OS for a tiny variety of hardware architectures, presently Intel Core 2, while Microsoft wrote Vista to run on absolutely everything. No PC notebook maker can take the proprietary route that Apple plays to such advantage.

Microsoft can't crank out proprietary cuts of Vista for each notebook vendor's choice of suppliers. The best hope is a hardware architecture that's optimised for Vista. Not only that, but optimised for 64-bit Vista running on a battery.

That radical objective drove AMD's design for the total notebook platform nicknamed Puma, and now dubbed, temporarily I hope, AMD's Next Generation Notebook Platform.

This platform's Turion X2 Ultra 64 CPU is not cut from the common cloth of adapted desktop platforms like Core 2 that rely on machinations of the OS to balance performance with battery life.

The combination of Turion X2 Ultra 64, AMD/ATI scalable graphics technology, AMD's M780G bus interface, and SB700 South Bridge, all connected via AMD's Hypertransport 3 bus, are core to AMD's recipe for consumer, business, and high-end notebooks. OEMs have just one number to call for platform parts. AMD doesn't make Wi-Fi, so it set up close partnerships with Broadcom and others to add 802.11n wireless to an integrated supply chain.

To a notebook OEM, a standardised bill of materials that covers a whole product line is a dream come true. That explains why global and U.S. first-tier notebook vendors including Acer, Fujitsu, NEC, and Toshiba put Turion X2 Ultra 64 models on the street on AMD's June 4th launch day.

There are other notable names on AMD's list of notebook wins, but for reasons that one needn't strain to understand, they're not rocking the boat with a big fuss on AMD Notebook Platform Day.

NEXT PAGE: battery life with a discrete GPU > >

Tom Yager blogs for InfoWorld

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