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AMD jettisons ATI brand name, makes Radeon its own

AMD jettisons ATI brand name, makes Radeon its own

Yep, the rumors are true.  AMD does indeed intend to do away with the ATI name, eliminating the “ATI Radeon” co-branding the company has steadfastly maintained since its acquisition of ATI.  The firm briefed us on its plans late last week and explained several factors influencing its decision.

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As one might expect, a major motivator is the fact AMD plans to introduce a range of new products incorporating both AMD microprocessor technology and a Radeon graphics tech on the same chip.  The first fruits of the CPU-GPU “Fusion” initiative are slated to arrive soon.  “Ontario,” which will combine two copies of the low-power “Bobcat” CPU core with Radeon graphics, is slated to ship before the end of the year. The more powerful “Llano” APU, which mates quad Phenom II-class CPU cores with presumably a more capable GPU, is scheduled for the first half of 2011.  Obviously, the combination of the firm’s CPU and GPU technologies into single-chip products could create some consumer confusion, if folks were to continue to think of AMD and ATI as separate entities—especially if the ensuing marketing messages emphasize the benefits of CPU-GPU integration.

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