AMD axes ATI brand for graphics
updated 08:10 am EDT, Mon August 30, 2010
AMD to use own name for video from 6000 series on
AMD on Monday 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. A briefing for HotHardware explained that the arrival of Fusion CPU/graphics hybrid chips like the Bobcat could be confusing, since both technologies will be on the same core.
Many of the customers who care about graphics already know AMD bought ATI and approve of AMD's name, giving "permission" to make the change, AMD said. 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.
Mac Enthusiast
Joined: May 2000
Bad move
Although everyone knows AMD bought ATI, many people respect the ATI brand. The same cannot be said of the AMD brand.
Could this be the beginning of the end for AMD?