SAPPHIRE Technology is introduction of several new models in its ATI-based HD 5500 series and a new bundle deal with ArcSoft. ArcSoft TotalMedia Theatre 3 is a new generation of media player that uses ATI Stream technology supported by the SAPPHIRE HD 5550 series to provide smooth video playback of Blu-Ray content as well as upscaling other video material. A new deal with ArcSoft gives purchasers of the SAPPHIRE HD 5550 series a 50% discount on upgrading to the 'Gold' or 'Platinum' versions from now until the 30th August 2010.

The SAPPHIRE HD 5500 series is based on the successful graphics architecture from the ATI division of AMD, built in its 40nm process. It supports the advanced graphical features of Microsoft DirectX 11, as well as on-board Stream Processing and video decoding.

The SAPPHIRE HD 5550 family of graphics cards have 320 Stream processors and support Microsoft DirectX 11 as well as accelerating applications compatible with ATI Stream. SAPPHIRE now offers several new models with different memory configurations and display output options giving users a choice of card for different applications, and different budgets. As the core technology is low power, no external power connection is required, making this series ideal for system upgrades or mainstream PCs that do not have high end power supplies.