New
#20
Farewell to ATI, AMD to retire the ATI Brand Later this Year
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New #21
But from that point of view does the average joe consumer even worry about what brand of video card he's using? Why whould said person trust an AMD card any less than an Nvidia card or ATI as it was? Most people who aren't in the know don't worry about these things."AMD vs NVidia" might look better to AMD, but I'm not sure it looks better to consumers... Average joe consumer will wonder if the "AMD" video card will even work in his "Intel" computer. Plus, unless people KNOW that AMD bought ATI, they'll be wondering just what AMD knows about video anyway and why theyshould be trusted with it.
To me AMD has less marketing cache than ATI did. If anything rebranding AMD CPUs to ATI would have been just as "smart" (or not smart).
I'm kind of surprised that that merger was even allowed to happen. What happens if AMD makes "AMD Video" cards somehow proprietary with custom AMD busses. Then intel and nvidia get in bed and do the same? A MASSIVE amount of choice will be removed from the consumer.
I don't understand peoples complaints, ATI is now AMD, it happens all the time in business. It was only a matter of time before ATI got consumed. I generally use ATI cards because that's what I know and have used before, next time I pick up a card I'll go AMD, same thing. It's like Opel Fruits to Starburst (that's one for the UK members)
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New #22
Couldn't care less if the brand is ATI or AMD. Hopefully this transition brings better driver support for current Radeon 4000/5000 series cards.
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New #23
One thing I noticed here is that computers with Intel/ATI combo's had both logo stickers.
Now, it would be Intel/AMD, but that is being rejected by OEM's so instead you will see neither AMD or ATI anywhere on anything that has Intel chips in it. And instead you will see Vision or Firepro or Radeon?
Not sure how this is helping AMD/ATI with brand recognition. if anything no one is going to know what Vision is and won't immediately say "Oh thats AMD" The are tremendousely crippling their brand recognition in my opinion.....
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New #24
Again I think it comes down to the individual. My parents for example could use a computer all day long and wouldn't care less if the machine said Intel/AMD/ATI/Nvidia same as it wouldn't sway their decision when buying. However somebody like me who is in the know, if I see the Radeon Graphics logo that's in the first post I'll know what it is whether it says ATI/AMD or neither, just Radeon. I think the people who really care will know and the people who don't never did know and wont. If this move hurt AMD in the slightest I'd be surprised.
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New #25
I don't see this being a problem. It's not like this happened overnight, it was 4 years ago when AMD bought ATI so. And anyone (PC enthusiasts) with an ATI card (after 2006) pretty much knows it's basically an AMD product. If they didn't, well....
Now, if we're talking about the bad blood between Intel and AMD, I’m not sure how that would play out since as I said above, it's not like Intel didn't know ATI was owned by AMD.
Manufacturers may have to spell it out that the "GPU" is AMD, while the "CPU" is Intel.
As for the re-branding, it will be more attracting to the "AMD" fans more so than anyone else in my opinion.
As for myself, I've never used, nor intend to use AMD CPUs, however I'll still continue to use/purchase the "formally known as ATI" AMD GPUs
My two cents.
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New #26
Great ... as if all this stuff wasn't confusing enough to newbies! Now we'll have people filling out their System Specs:I don't see this being a problem. It's not like this happened overnight, it was 4 years ago when AMD bought ATI so. And anyone (PC enthusiasts) with an ATI card (after 2006) pretty much knows it's basically an AMD product. If they didn't, well....
Now, if we're talking about the bad blood between Intel and AMD, I’m not sure how that would play out since as I said above, it's not like Intel didn't know ATI was owned by AMD.
Manufacturers may have to spell it out that the "GPU" is AMD, while the "CPU" is Intel.
As for the re-branding, it will be more attracting to the "AMD" fans more so than anyone else in my opinion.
As for myself, I've never used, nor intend to use AMD CPUs, however I'll still continue to use/purchase the "formally known as ATI" AMD GPUs
My two cents.
CPU: Radeon HD5870
GPU: Core i5
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New #27
From the article itself. So any Intel CPU machine will no longer have an ATI badge and will not have an AMD badge either. So they will no longer have their brandname on any intel-cpu machines.AMD states the AMD-less logos are purely at the request of OEMs who sell systems with Intel CPUs and AMD GPUs. I suspect Intel’s logo program may have some stipulations on being used adjacent to a sticker with an AMD logo on it, although AMD told me it was purely at the request of the OEMs trying to avoid confusion.
The Intel name will be there, but not AMD. <Edit: It will instead say Radeon or FirePro>
This really doesn't make sense to me, but Im not a business analyst so I am assuming they think they are in good shape still.
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New #28
Might be confusing for some people, everyone knows they make processors but are familiar with the ATI brand when it comes to competition with Nvidia.
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New #29
I'm thinking that most people who buy a computer get it from a box store or a large online store. They in most cases don't know what it's made up of and don't care. They don't check CPU, GPU, RAM. Because of a lot of advertising the average user only know the names Intel and Microsoft not much more. When was the last time you seen a AMD commercial on TV or heard it on the radio. Most people when looking for a lap top the names are H.P., Sony, Acer is what they see and the size of the screen and price. Don't know any more and don't care. The name change AMD/ATI means nothing to them. We here at Bleeping Computer know and they don't want to know.
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