ATI Brand is Dead; long live AMD

Overheal

http://gizmodo.com/5625268/the-ati-brand-is-dead

I still remember my first 3D card—the ATI Rage Pro—so it's with great sadness that I'm writing this: AMD has officially killed the ATI brand. OK, I lied. I really don't give a damn. AMD has decided to kill the ATI brand after a study showed that most people don't care much about it:

1) AMD brand preference triples when the person surveyed is aware of the ATI-AMD merger.
2) The AMD brand is viewed as stronger than ATI when compared to graphics competitors (presumably NVIDIA).
3) The Radeon and Fire Pro brands themselves (without ATI being attached to them) are very high as is.

From now on, it's only Radeon and Fire Pro:





The first non-ATI graphic AMD cards will be released later this year, but even the Wikipedia page has been updated with the news, showing ATI as "defunct" on August 30, 2010. URL="http://techreport.com/discussions.x/19547"]Techreport[/URL] and [URL="http://www.anandtech.com/show/3878/farewell-to-ati-amd-to-retire-the-ati-brand-later-this-year"]Anandtech[/URL
Send an email to Jesus Diaz, the author of this post, at [EMAIL="jesus@gizmodo.com?subject=http://gizmodo.com/5625268/the-ati-brand-is-dead"]jesus@gizmodo.com[/EMAIL].

Rsaeire

While I love ATI it makes sense for AMD to do this, especially since they plan on releasing their first combined CPU and GPU product, Fusion, next year. Not only will Fusion's GPU capabilities trounce Intel's next offerings, Sandy Bridge, but it will hopefully bring about a greater mobile experience for laptop users who are not big gamers. More power, less power-hungry and longer battery life will be something to look forward to from AMD.