8/31/2010

AMD Dropping the ATI Brand Name

Filed under: — Aviran Mordo

AMD is phasing out the ATI brand for its graphics products—including Radeon and FirePro—and instead will place them under the AMD brand.

Advanced Micro Devices, four years after buying graphics chips maker ATI, reportedly is now ready to let go of the brand.

AMD will take the ATI name off of its products by the end of the year, according to news reports. Instead, the company will put the AMD name on such graphics products as FirePro, Radeon and Eyefinity.

The move comes as AMD is preparing to release the first of its Fusion APUs (accelerated processing units), which put computing and graphics units on the same die.

The first of these APUs, called “Llano” and “Ontario,” are due for release in the first half of 2011, according to AMD officials.

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