GeForce is a brand of graphics processing units (GPUs) designed by Nvidia. As of 2013, there have been twelve iterations of the design. The first GeForce products were discrete GPUs designed for add-on graphics boards, intended for the high-margin PC gaming market, and later diversification of the product line covered all tiers of the PC graphics market, ranging from cost-sensitive GPUs integrated on motherboards, to mainstream add-in retail boards. Most recently, GeForce technology has been introduced into Nvidia's line of embedded application processors, designed for electronic handhelds and mobile handsets.With respect to discrete GPUs, found in add-in graphics-boards, Nvidia's GeForce and AMD's Radeon GPUs are the only remaining competitors in the high-end market. Along with its nearest competitor, the AMD Radeon, the GeForce architecture is moving toward GPGPU (General Purpose-Graphics Processor Unit). GPGPU is expected to expand GPU functionality beyond the traditional rasterization of 3D graphics, to turn it into a high-performance computing device able to execute arbitrary programming code in the same way a CPU does, but with different strengths (highly parallel execution of straightforward calculations) and weaknesses (worse performance for complex decision-making code).