SUNNYVALE, CA -- The battle of the chip titans is on. Again. Advanced Micro Devices on Monday filed an antitrust lawsuit alleging Intel forces customers into deals that excludes them from buying AMD's components.

In the suit, AMD alleges Intel has given cash and other incentives to companies such as Dell, Sony, Toshiba, Gateway and Hitachi -- 38 companies in all -- in exchange for exclusive deals. 

Intel market share of x86 microprocessors is about 80% of worldwide sales by unit volume and 90% by revenue.

AMD's suit also alleges Intel paid Sony millions of dollars for an exclusive deal on microprocessors and threatened retaliation against customers for introducing AMD computer platforms into their products.

"Everywhere in the world, customers deserve freedom of choice and the benefits of innovation -- and these are being stolen away in the microprocessor market," said Hector Ruiz, president and chief executive officer of AMD.

AMD and Intel have in the past engaged in a host of litigations over trade practices and patents.

This time, other nations are taking aim at Intel as well. In March, the Fair Trade Commission of Japan warned Intel against pressuring Japanese clients to buy its chips. Intel denied the allegations. And the European Commission is investigating Intel over possible antitrust violations.