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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.



By Electronista Staff
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Comments

  1. SillyPooh

    Mac Enthusiast

    Joined: May 2000

    -2

    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?

  1. testudo

    Forum Regular

    Joined: Aug 2001

    +4

    Re: Bad move

    Actually, I would bet more people respect the AMD brand than the ATI brand. ATI has a history (as does Nvidia) of pushing some shoddy c*** out the door and conning people into buying it.

    When Apple went Intel, a lot of people were saying "They should've gone with AMD!". When Apple started using NVidia, there weren't as many people going "No! ATI is great!"

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