AMD Killing ATI Brand

Posted by at 6:59 am on August 30, 2010

AMD  today confirmed that it will drop the ATI label from its graphics chips. Starting with future devices, all video will be characterized as AMD Radeon or AMD FirePro parts.   With the Bobcat  CPU/graphics hybrid chips, customer could be confused   since both technologies will be on the same silicon.

Most hobbyists and retailers already know AMD bought ATI.   Intel-based notebook builders will get special Radeon and FirePro badges without the AMD name to avoid the unusual situation of both AMD and Intel  badging in the same system.

Existing hardware in the Radeon HD 5000 series and its matching FirePro line will keep using the ATI name. In discrete graphics, AMD-only branding should start showing with the upcoming Radeon HD 6000 series.

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