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AMD junks ATI, say hello to AMD Eyefinity

31 Aug

You read it right. After keeping the brand alive since its acquisition of ATI Technologies, AMD has finally decided to chuck out the ATI brand. The ATI Radeon and FirePro that we once knew will no longer be called as such, but only “Radeon” and “FirePro” with a little sprinkling of the AMD logo. Even the ATI Eyefinity technology will be rebaptized as AMD Eyefinity. But don’t fret just yet, because these changes will not be introduced until later this year. It is said that a major motivator to this move is AMD’s Fusion branding program which includes the introduction of the Fusion APU – a CPU and GPU integration. The dudes at AMD feel the great need to strengthen its brand identity and think that dropping the ATI brand is the answer to this. But why would AMD take away the one thing that gives it recognition?

Source: Engadget