GeForce is a brand of graphics processor units (GPUs) designed by Nvidia. As of 2009^[update], there have been eleven iterations of the design. The first GeForce products were discrete GPUs designed for use on add-on graphics boards, intended for the high-margin PC gaming market. Later diversification of the product-line covered all tiers of the PC graphics market, from cost-sensitive motherboard-integrated GPUs 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.