AMD kills ATI name for future Radeon GPUs
Over three years after AMD bought GPU-maker ATI, AMD plans on killing off ATI once and for all.
But wait, don’t get upset just yet: they’re just killing it in name. There’s just too much money in GPUs to kill off such a profitable division. Rather, AMD plans to simply discard the ATI Radeon co-branding the company has maintained for the last three years. In other words, you’ll still be able to get a Radeon… but it’ll be an AMD Radeon.
A major motivator here for the change isn’t simply trying to eliminate consumer confusion (although consumer preference for AMD apparently triples once they realize AMD owns ATI, according to AMD’s research), but the fact that AMD intends to integrate both AMD microprocessor technology and Radeon graphics technology on the same chip… a la NVIDIA’s ION chipset.
The first of these integrated solutions, Ontario, will land at the end of the year, combinging two low-power Bobcat CPUS (AMD’s answer to Atom) with Radeon graphics.
At the end of the day, this should result in some interesting new technologies for low-power computers. The first AMD Radeon solutions will creep out later this year.