MediaTek and Nvidia's surprise announcement at CES 2025 revealed their collaboration on the GB10 super chip, marking an unexpected direction for both companies' AI computing aspirations.
Surprise revelation at CES
Jensen Huang, CEO of Nvidia, caught attendees off guard at the conclusion of his CES keynote speech when he unveiled the collaboration with MediaTek on the development of Nvidia's GB10 super chip. While there had been speculation about potential AI PC-related announcements, the lack of activity in the PC supply chain had led many to dismiss such rumors.
The revelation came when Huang introduced Project DIGITS, a personal supercomputer powered by the jointly developed GB10 superchip. Industry sources revealed that both companies treated the GB10 unveiling as a highly confidential matter, only confirming details with the organizing team moments before the keynote.
Shifting market expectations
The announcement diverged from anticipated plans, as many expected such reveals to occur at COMPUTEX, the premier PC-focused exhibition. Instead of targeting the AI PC market, the first collaborative product emerged as a personal supercomputer, comparable to the Mac Mini or a workstation.
The timing of the GB10 disclosure, despite Project DIGITS not targeting mass-market adoption, suggests an effort to address market speculation. The progress demonstrated in their joint chip development has generated optimism for future collaborative ventures.
Technical achievements and future implications
Project DIGITS represents a significant advancement in miniaturization compared to previous Nvidia systems. The partnership with MediaTek has enabled the development of compact applications with lower power consumption, regardless of the product's market positioning.
While the GB10 chip may not directly target the AI PC market given Project DIGITS' specifications and target audience, the underlying architecture should remain consistent across products, with variations primarily in specifications.
Market outlook and production timeline
Huang announced that mass production of the GB10 has begun. However, supply chain sources indicate that chips designated for the AI PC market from the MediaTek-Nvidia partnership won't reach significant production volumes for at least a year, with major marketing initiatives planned for 2025.
Microsoft, continuing its push for Windows on Arm (WoA) products and ecosystems, will provide comprehensive support for these initiatives, similar to its backing of Qualcomm in the previous year.
Despite lagging behind Qualcomm, which has already launched entry-level PC products priced at approximately US$600, the MediaTek-Nvidia partnership could potentially accelerate their market presence if their SoC performance meets expectations, leveraging both companies' established market positions.