Feeds

Intel rejects Atom rename claim

No plan to change the brand, says chip giant

Secure remote control for conventional and virtual desktops

Intel has denied a claim that it will change the name of its low-power Atom processor when the next version of the chip, codenamed 'Cedar Trail', ships later this year.

The unnamed industry mole(s) who say otherwise were't apparently able to say what new name Intel has picked.

But they did claim that the rebranding excercise is to be put in place because a drop in demand for Atom CPUs is believed by Intel to have resulted from a poor brand image, DigiTimes reports.

Or it might simply be because netbook sales have stalled and the tablets that are selling in their place all use ARM chips not Atoms.

It's certainly hard to imagine that, having sold millions of Atoms, Intel now wants to scrap the name.

An Intel spokesman told the site: "There are no plans to change the Atom brand." ®

Internet Security Threat Report 2014

More from The Register

next story
Fujitsu CTO: We'll be 3D-printing tech execs in 15 years
Fleshy techie disses network neutrality, helmet-less motorcyclists
Space Commanders rebel as Elite:Dangerous kills offline mode
Frontier cops an epic kicking in its own forums ahead of December revival
Intel's LAME DUCK mobile chips gobbled by CASH COW
Chipzilla won't have money-losing mobe unit to kick about anymore
First in line to order a Nexus 6? AT&T has a BRICK for you
Black Screen of Death plagues early Google-mobe batch
Ford's B-Max: Fiesta-based runaround that goes THUNK
... when you close the slidey doors, that is ...
Disturbance in the force lets phones detect gestures with Wi-Fi
These are the movement detection devices you're looking for
prev story

Whitepapers

Why and how to choose the right cloud vendor
The benefits of cloud-based storage in your processes. Eliminate onsite, disk-based backup and archiving in favor of cloud-based data protection.
Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Driving business with continuous operational intelligence
Introducing an innovative approach offered by ExtraHop for producing continuous operational intelligence.
10 threats to successful enterprise endpoint backup
10 threats to a successful backup including issues with BYOD, slow backups and ineffective security.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?