Project Mantle. The reasoning behind Mantle runs something like this: Historically, in terms of game graphics, consoles have been able to do more with less, because game developers were able to tune their code at a very deep level to the unchanging silicon architecture at the heart of each generation of machine. PCs, by contrast, did less with more: they had upgradeable silicon that tended to be more powerful, but they were held back by traditional, GPU-agnostic programming tools like DirectX and OpenGL.
Engadget , AMD's graphics card comeback: the new R7 series, R9 series and Mantle, AMD's graphics card comeback: the new R7 series, R9 series and Mantle