Chip maker AMD acquired graphics company ATI a few years back but continued to produce graphics cards and processors under the ATI name. So while competitor Intel would pump out both CPU and GPU products with its own name on them, you could easily wind up buying a computer with an AMD CPU and ATI graphics card without necessarily realizing that they’re both produced by the same company.
Now AMD is hoping to end that confusion, by killing off the ATI Radeon brand name. Future graphics cards will be produced under the AMD name. That includes the company’s upcoming Fusion chips which will combine the CPU and graphics solutions onto a single chip.
The move won’t affect any existing products, but moving forward you won’t be able to buy any new products with the ATI name on them.
via Tech Report
This has been in the works for a long long time. I doubt most users will even notice the change, since they appear to be keeping the Radeon name. Still this should give AMD a little more visability.
Hopefully their new bulldozer and bobcat processors can get them back into the game. It’s been kind of funny how in the last few years ATI has been the competitive part of the company and the AMD side has been decidedly behind the curve…
On some level I’m almost surprised they didn’t go the other way.
It will be curious to see how this affects the consumer marketplace, if any effect is even noticeable.
Intel is eating AMD’s lunch in the CPU business, but now when a computer with all Intel (graphics and CPU) and a computer with all AMD (graphics and CPU) are compared head-to-head, the all AMD system stands to be much more competitive. Moreover, there will likely now be computers with motherboards that feature Intel (CPU) and AMD (graphics) together. If consumers pay attention to the brand names on their computing products, this may very well boost AMD’s brand image.
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