Feeds

AMD: we will not kill ATI brand

To be kept for chipsets, discrete graphics products

5 things you didn’t know about cloud backup

So is ATI gone forever, as a brandname at least? Apparently not, AMD Chief Technology Officer Phil Hester revealed today. He also indicated the two companies' fusion may not necessarily mean it's curtains for ATI's Intel-oriented chipsets.

Speaking in London today, Hester told Reg Hardware the ATI name will continue to be used in association with what are now AMD's discrete graphics products and its chipsets.

This makes eminent sense if only because its allows Nvidia and its new arch-rival to continue to describe each other as the 'red guys' and the 'green guys'. If AMD dropped ATI, all GPUs - well, the ones that matter - would be all green, and how would anyone tell them apart?

Separately, Hester indicated ATI would continue to be the brand for the Intel chipsets, suggesting that AMD at least wants to continue to offer such product. Whether Intel will let it do so, by withholding future bus licences, remains to be seen. ®

The essential guide to IT transformation

More from The Register

next story
So, Apple won't sell cheap kit? Prepare the iOS garden wall WRECKING BALL
It can throw the low cost race if it looks to the cloud
Samsung Gear S: Quick, LAUNCH IT – before Apple straps on iWatch
Full specs for wrist-mounted device here ... but who'll buy it?
Apple promises to lift Curse of the Drained iPhone 5 Battery
Have you tried turning it off and...? Never mind, here's a replacement
Now that's FIRE WIRE: HP recalls 6 MILLION burn-risk laptop cables
Right in the middle of Burning Mains Man week
HUGE iPAD? Maybe. HUGE ADVERTS? That's for SURE
Noo! Hand not big enough! Don't look at meee!
AMD unveils 'single purpose' graphics card for PC gamers and NO ONE else
Chip maker claims the Radeon R9 285 is 'best in its class'
Chumps stump up $1 MEELLLION for watch that doesn't exist
By the way, I have a really nice bridge you might like...
prev story

Whitepapers

Endpoint data privacy in the cloud is easier than you think
Innovations in encryption and storage resolve issues of data privacy and key requirements for companies to look for in a solution.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Advanced data protection for your virtualized environments
Find a natural fit for optimizing protection for the often resource-constrained data protection process found in virtual environments.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Next gen security for virtualised datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.