14 DAY TRIAL // SAPPHIRE is one of the many video card manufacturers that integrate Radeon GPU. This is hardware for the PC, but they chose a really weird comparison for the description of one of their products, citing "console-like" experience.
The reality is that both the Xbox One and PlayStation 4 are called current-gen hardware, but they actually have old hardware, and they can't compare with the current-generation PC. Any mid-range video card released today will outperform the one in the consoles.
There are a lot of video card makers out there, and they all address the same kind of customers: the end user who wants hardware for their PC. Most of them already know that their PC outperforms a console by miles, especially if they just bought something like SAPPHIRE NITRO R9 390X 8G D5, for example.
Recently, a new upgrade for the R9 series was released and a version with just 4GB of RAM was launched. SAPPHIRE also joined the club, but users noticed a weird phrasing in the description of their product.
SAPPHIRE thinks that PC players want a console experience
A short description on the official SAPPHIRE website got people upset. It's just some PR stuff, but it shows what the company actually thinks about the people buying from them.
"DirectX® 12 is a new, 'console-like' graphics API from Microsoft® that empowers game developers with more direct and obvious control of PC hardware. This direct or 'explicit' control better exposes the hardware resources of AMD Radeon™ GPUs to yield higher hardware throughput and, ultimately, more performance for users."
This actually sounds like something that Microsoft would say, but we also found part of this text in an older AMD statement, so it's likely something that's been used before.
For regular PC players, "console-like" graphics API from Microsoft is kind of an insult, and you should let SAPPHIRE know that it's not OK.