Eyeing next generation digital cameras and camcorders, the AD984x family of analog front ends (AFEs) use a proprietary architecture that produces higher quality pictures by allowing digital cameras to rapidly and accurately convert real-world images into digital content without generating excessive noise. The devices are also claimed to require 50% less power than previous solutions, thereby extending battery life. The first device in the series, the AD9840, is a 10-bit AFE with a sampling rate of 36 Ms/s. Soon to be released devices, the AD9843 and AD9844, are intended for lower-end products. These offer 10- and 12-bit resolutions, and sampling rates up to 18 Ms/s. The AD9840 is available now and priced at $5.66 each/1000.