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The well-known processor giant Advanced Micro Devices or most often known as AMD decided to remove ATI as part of its product line. AMD acquired ATI, a graphic card unit developer, for more than $ 5.4 billion way back in 2006. Since then, AMD and ATI combined their names to serve as the official brand name of their products. The ATI name seems to be a strong one since it has managed to survive for several years.
But just recently, AMD announced that the name ATI will be removed. This action is a result of the market research conducted by AMD which showed that AMD and Radeon brand are strong enough and therefore it doesn’t need the name ATI anymore. Furthermore, AMD is about to introduce a new range of products which will incorporate the AMD microprocessor technology as well as the Radeon graphics technology on the same processor chip.
With the launch of this new generation of video cards, which are expected to happen before the year ends, all the company’s properties will to be re-branded to AMD. However, the names of the individual lines such as Radeon and FireFro will remain as it is. In addition to that, all existing products will also retain the present ATI brand.
Some reports has also revealed that AMD is coming up with a Fusion Technology which will apparently combine GPU and CPU functions in a single package thus, making it an ideal chance to combine the brands. Furthermore, AMD stated that it will be coming with a new graphics logo without any specific AMD branding.
The first products resulting from this fusion are expected to arrive very soon. Some of them are the “Ontario” which will basically combine two copies of the low-powered Bobcat CPU and Radeon Graphics. Another one is the “Llano” APU, which is believed to be a more powerful combination since it will put together quad Phenom II-class CPU cores and a more capable GPU.
It appears that the company’s combination of CPU and GPU technologies into a single chip product will result to some confusion in the long run especially if some people will think that AMD and ATI are two separate entities. However, AMD is totally confident that this move is the best thing to do given this situation.
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