On Monday, Advanced Micro Devices and Nvidia are launching graphics chips based on distinctly different design philosophies.

Nvidia's GTX 280 and GTX 260 are designed to deliver the biggest performance bang per chip. A so-called "monolithic" approach packs 1.4 billion transistors and 240 processing cores onto one piece of silicon.

AMD's modular approach tends toward less is more: smaller, less power-hungry chips that can be strung together to achieve higher performance. The company plans to implement this strategy with the HD 4850 and HD 4870 graphics processing units (GPUs) that are being introduced on Monday. (See "Notes" below.)

This design philosophy is based on the same multicore strategy now employed by AMD (and Intel) for the CPU, the main PC processor. Instead of making one chip bigger and faster, AMD boosts performance by stringing together multiple chips. This approach also allows a chipmaker to avoid the time and expense of designing separate processors for the midrange and very-high-end segments.

(Clarification: In the case of a CPU, a core refers to a "scalar" x86 processor core found, for example, in a quad-core Intel or AMD chip. The GPU core is a "parallel processing core." GPUs these days typically contain hundreds of these cores.)

"The beauty of this design is that it's scalable. You can put one or two (chips) on a board," said Matt Skynner, vice president of marketing at AMD's Graphics Products Group.

In the midrange segment ($200 to $300) AMD uses a single chip--for example, an HD 4870. At the high-end ($500 and above), it adds another chip to scale up to better performance. This dual-chip design--code-named the R700--will be marketed as the 4870 X2.

On the other hand, Nvidia says its emphasis on a single, very-high-performance chip is necessary to keep it out front. "At the high end, there is no prize for second place," Ujesh Desai, general manager for GeForce products at Nvidia, said in an interview with Nanotech: The Circuits Blog last month.